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

Saputo sells its bakery division to Canada Bread for $120 million

Deal in line with company's plans to become more competitive in new food categories

Why employee engagement needs to top the CMO’s agenda in 2015

And, how it will enhance competitiveness/profitability

Canada’s Hottest Ads: A very foodie November

...with a light dusting of holiday cheer

McDonald’s marketing misery

Markus Giesler on the chain's identity crisis and why it's becoming increasingly irrelevant

BlackBerry harkens back to “CrackBerry” heyday

Waterloo, Ont.-based company introduces new smartphone model with familiar features

Hudson’s Bay hires new CEO

Former Toys R Us chairman and CEO takes the reins, Richard Baker remains chairman

Country Style chooses Tag Franchise for rebrand

New branding expected to roll out next year

MasterCard’s ‘priceless’ holiday giveaway

The brand had a big surprise for Calgary charities