The Drum Awards for Marketing - Extended Deadline

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Date: Apr 2019
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Joan’s new work for women’s body care brand, Flamingo features the razor's design.

The brand was created by a team of women working with Harry’s who set out to create a better hair removal solution for women – one that would meet their needs, provide choice and wouldn’t compromise on price or quality. It was a natural fit to launch their campaign with the help of the female-led team at Joan.

Unlike traditional ads for women’s body care products, which tend to focus on a woman’s body and how it should look, this OOH and display campaign focuses on the quality of the razor itself. By highlighting the product first and foremost –something seen more traditionally in men’s ads – the work aims to reinforce the strength and design of a women’s razor and aims to change people’s perceptions about the category.

Credits

Agency: Joan Creative

CCO: Jaime Robinson

CEO: Lisa Clunie

Executive Creative Director: Dan Lucey

Creative Director: Lindsey Lanpher

Creative Director: Fernando Passos

Exec Producer: Laura Lepre

Print Producer: Amanda Weidman

Group Account Director: Luisa Bundy

Strategist: Dayna Uyeda

Project Director: Becca Patrick

Photographer: Robin Broadbent

Retoucher: Velem

Client: Flamingo

Head of Creative: Roxana Zegan

Design Director: Carla Poirier

Marketing Director: Biz Lindsay

Designer: Remy Zagorski

Copywriter: Camille Muson