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

Mail-order munchies

How companies are fulfilling consumers' quest for convenience and snacks

Canadian Olympic Committee selects Cossette as AOR

Agency to lead creative communications through Rio 2016

Drag queens help give Starbucks Canada video a jolt

The coffee chain is one of many brands targeting LGBT consumers

Subway and Disney team up for Big Hero 6 promotion

Twitter contest gives away tickets to advanced screenings across Canada

McCain’s new ad pushes versatility of fries – and fun

Creative showcases first major redesign for the company in more than 50 years

CMOs are being shut out when C-suites need them more than ever (Column)

Marketing has never been more important, but CMOs are often outside looking in

Following Shoppers Drug Mart’s dive into fresh

The retailer is adding fresh food to its offering. Is it just what consumers ordered?

Twist Image named digital AOR for Treasury Wine Estates

The WPP agency wins after a three-month, North America-wide review