LÂ´OrÃ©al wanted to show women the power of their product by treating them to a free makeover and a movie. McCann Mexico invited 100 women to see a movie with the condition that they were willing to participate in a makeover using LÂ´OrÃ©al products and be photographed before and after the film.
The movie the women watched was an absolute tear jerker. The 3+ hour movie was meant to tug at the heart strings and get the women weeping. After the movie, they took a photo of the women to show that even after shedding tears, they would still look as beautiful as before.
Advertising Agency: McCann, MÃ©xico
Creative vp: Javi Carro
Creative account group director: Joanna LÃ³pez
Associated creative director: Roberto MartÃnez
Senior Copywriter: Adria JÃ¡uregui
Art director: Myriam Barrios
Account dircetor: Audrey Amselli
Production house: Unidad 59
Film director: David Ruiz
Production director: Juan GonzÃ¡lez
Producer: Rafael LÃ³pez