The One Show
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Category
Innovation / Use of Media in Social Media
Annual ID
OS24_SM122M
About the Work
Bounce is a dryer sheet brand known for keeping clothes soft and static free, but few people realize its static-reducing properties make it easier for pet owners to deal with pet hair on their clothes. That’s why Bounce created a dedicated Bounce Pet dryer sheet that promised to repel pet hair.
However, the product failed to break through because pet owners didn’t believe in such a too-good-to-be-true claim: “repels pet hair.” So, with a strategic pivot to how Bounce Pet makes it easier to brush off pet hair, the stage was set.
Our campaign objective was to relaunch the product on a shoe-string budget to grab the attention of pet owners and demonstrate how easy it is to brush pet hair off their clothes with Bounce Pet. But while real-world trial is traditionally the most convincing way to show a product really works, how can we demonstrate it on a shoestring budget in a way that is compelling to pet parents on a basic digital media buy?
By understanding how to harness something that the target can’t help but pay attention to: a strand of pet hair getting everywhere.
However, the product failed to break through because pet owners didn’t believe in such a too-good-to-be-true claim: “repels pet hair.” So, with a strategic pivot to how Bounce Pet makes it easier to brush off pet hair, the stage was set.
Our campaign objective was to relaunch the product on a shoe-string budget to grab the attention of pet owners and demonstrate how easy it is to brush pet hair off their clothes with Bounce Pet. But while real-world trial is traditionally the most convincing way to show a product really works, how can we demonstrate it on a shoestring budget in a way that is compelling to pet parents on a basic digital media buy?
By understanding how to harness something that the target can’t help but pay attention to: a strand of pet hair getting everywhere.
2024 Awards
Total Points: 3
Merit
Credits
Agency
Leo Burnett / Toronto
Saatchi & Saatchi / New York
Production Company
The Pub Productions / Toronto
Associate Creative Director
Jamie Duke
Chief Strategy Officer
Tahir Ahmad
Editor
Jacob Parker
Group Creative Director
Matt Williamson
Strategy Director
Mike Coulson
Co-Chief Creative Officer
Lisa Greenberg
Steve Persico
DoP
Andrew Wilcox
Senior Art Director
Robin Soukvilay
Senior Copywriter
Coleman Mallery
SVP, Strategy Director
Julia Perissinoto
VP, Executive Producer
Dani Stoller
Account Supervisor
Zaki Khalid
Brand Manager - FE
Daniel Kelly
Chief Business Officer
Sarah Beaumont
Director of Fabric Care Media
Matt O'Shea
Director, Bounce Brand InnovaCon - P&G North America Fabric Care
Jamie Ighoavodha
DP/Director
Reid Marshall
Integrated Project Manager
Sama Karam
Managing Director, Account Services
Natasha Dagenais
President
Ben Tarr
Senior Brand Manager - FE
Olivia Martin
Senior Director, Fabric Enhancers InnovaCon - P&G North America Fabric Care
Molly Norman
VP, Group Account Director
Priya Bordia
VP, Senior Art Producer
Samantha Jaffoni
Amy Salzman
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