Selsun Blue OOH makes the most of winter

Selsun Blue found a creative and practical use for snow this winter – mimicking a bad case of dandruff. The brand’s agency of record LG2, with the help of Publicité Sauvage and Touché, displayed ten wild postings in high-traffic areas of Montreal last month as part of a stunt called “Quand les pellicules vous prennent […]

Selsun Blue found a creative and practical use for snow this winter – mimicking a bad case of dandruff.

The brand’s agency of record LG2, with the help of Publicité Sauvage and Touché, displayed ten wild postings in high-traffic areas of Montreal last month as part of a stunt called “Quand les pellicules vous prennent par surprise” (When flakes take you by surprise).

The postings feature blown-up photos of a man and woman’s head with snow piled on top, emulating the white flakes associated with dandruff and dry scalp.

According to Dave Legendre, account director at LG2, Montreal was chosen due to the city’s history of frequent snowstorms. Winter was the perfect time for this effort, he said, because prolonged exposure to indoor heating tends to aggravate dandruff, making the colder months the worst for those affected.

The target demographic for “Quand les pellicules vous prennent par surprise,” is men and women aged 25-34.

“Selsun Blue is a brand that right now has a bit of an older customer base,” Legendre said. “We’re trying to rejuvenate the brand and reach a younger audience in different places, and we felt like wild postings were a good idea.

“We were on the alert for a few weeks from the time we had this creative idea to execution, we just had to wait for a snowstorm. We had to have at least 15 to 20 centimeters of snow to do it.”

Helping mother nature along

Legendre said there was no back-up plan in case the required amount of snow never fell and added the agency would have to wait until next year in that event.

The posters ran from Feb. 14 to March 2.

Brands Articles

Captain Morgan issues ‘like a captain’ challenge

$10,000 for the consumer who best embodies its chief brand character

Tim Hortons turns a suburban home into a store

The brand's latest stunt promotes its hiring efforts, shows it's a friendly neighbour

What’s out there, what to measure and how?

Part two of Carol Levine's series on ROI in PR

Time to clean up content pollution

It’s time marketers took a good hard look at what they send out into the online world

Diet Coke gets back into fashion with Curated Fashion Collection

New fashion and home décor lines take a cue from brand's palette

Agency Wars V announces 28 fighters who made the cut

Brave industry professionals start training for fundraising event

Shell contest gets people thinking big about energy

Company offers $25,000 for ‘dream experiences’

Under Amour storms NHL arenas with junior hockey players

Teams in Ontario and Quebec can use social media for a shot at the big leagues

Airbnb names North Strategic PR agency of record

U.S.-based online hospitality company works to build awareness in Canada