2024 Winner
GoldOnline Display Single
SilverOnline Video Single – 15 Seconds and Under
MeritOnline Video Campaign – 15 Seconds and Under
P&G (Bounce)
"Hair Hair Everywhere"
Leo Burnett
"Hair Hair Everywhere"
Leo Burnett
With pet hair one of the biggest challenges for pet owners, Procter & Gamble’s Bounce decided to capitalize on its seeming ubiquity in the home with the “Hair Hair Everywhere” campaign. As brands search relentlessly for new ways to capture people’s attention online, the revelation emerged that nothing is as distracting as a strand of hair that appears on the screen of your device. So, working with Leo Burnett, the brand converted every digital asset with strands of “hair” that people attempted to swipe away.
The spot features the hair on a screen, followed by a dog who pops its head up into the frame to provide context, then the tagline “Pet hair? Don’t Care.” The campaign made viewers aware they could “Brush it off with Bounce” with its new pet hair dryer sheets and it became Bounce’s most talked about social campaign with 350% engagement.
The spot features the hair on a screen, followed by a dog who pops its head up into the frame to provide context, then the tagline “Pet hair? Don’t Care.” The campaign made viewers aware they could “Brush it off with Bounce” with its new pet hair dryer sheets and it became Bounce’s most talked about social campaign with 350% engagement.
Credits
Agency: Leo Burnett TorontoClient: Procter & Gamble
President: Ben Tarr
Co-Chief Creative Officers: Steve Persico, Lisa Greenberg
Managing Director, Account Services: Natasha Dagenais
Chief Strategy Officer: Tahir Ahmad
Creative Director: Matt Williamson
Senior Art Director: Robin Soukvilay
Senior Copywriter: Coleman Mallery
Strategy Director: Mike Coulson
Integrated Project Manager: Sama Karam
Strategy, Account and Production Agency: Saatchi & Saatchi NY
Chief Business Officer: Sarah Beaumont
VP, Group Account Director: Priya Bordia
Account Supervisor: Zaki Khalid
SVP, Strategy Director: Julia Perissinoto
VP, Executive Producer: Dani Stoller
VP, Senior Art Producer: Samantha Jaffoni VP, Senior Art Producer: Amy Salzman
Production: The Pub Productions
Director: Reid Marshall
DP: Andrew Wilcox
Editorial: Saatchi & Saatchi
Associate Creative Director: Jamie Duke
Editor: Jacob Parker
Procter & Gamble / Bounce:
Director, Bounce Brand Innovation – P&G North America Fabric Care: Jamie Ighoavodha
Senior Director, Fabric Enhancers Innovation – P&G North America Fabric Care: Molly Norman
Director of Fabric Care Media: Matt O’Shea
Senior Brand Manager – FE: Olivia Martin
Brand Manager – FE: Daniel Kelly