UNILEVER RELEASES NEW AIR IT OUT ONLINE CAMPAIGN
By Adnews Staff
Unilever Canada has released a new animated online campaign for Salon Selectives Air It Out. The product is a spray that removes odors such as smoke from hair. It debuted in March supported by national print ads and in-store materials from J. Walter Thompson of Toronto. The creative listed reasons to "air out" your hair, such as, "Everyone you know smokes (And hangs out in small, confined spaces)," and, "You want to impress a devilishly handsome woodsman you've met while camping." The online campaign, created by Toronto-based Dashboard, is based on the print creative. It consists of a 40-second animation in which various odors such as smoke and fish get caught in a woman's hair. It is initially being sent to a database of Salon Selectives customers. An email component encourages recipients to forward the ad to their friends. "The campaign was really developed to engage the target audience in an entertaining fashion where product benefits could be illustrated visually as the story progressed," said Barry Hillier, director of strategy for Dashboard. Public relations for Salon Selectives are handled by Edelman Public Relations of Toronto.