BBH India has designed a digital campaign to promote the Facebook app for Vaseline Men's Fairness Cream. The app attempts to propel people to challenge Shahid Kapoor for a 'face off', by putting up their videos with signature poses. Photographs of signature poses from these videos will now vie for votes on Facebook. On offer is a Micromax mobile every day and a Samsung Galaxy tab every week, for the photograph that garners the highest votes. The digital leg follows a television campaign promoting the 'face off' concept.
Watch the main TVC here (story continues below)
The exercise started with an open audition, for which awareness was built through posters in certain pockets of Mumbai city. The posters attracted 200 aspiring actors/participants to an audition studio in Oshiwara, Mumbai. Auditions took place over a period of two days post which 53 videos were shortlisted and uploaded online.
Watch some of these videos here:
To check the rest of videos, click here
On the brief given by the client to the agency, Russell Barrett, managing partner, BBH India, said, "We had to come up with a digital component to galvanise the 'Shahid Face Off campaign' on social media. The heart of this campaign was at ensuring that India is challenging Shahid Kapoor to better his poses and they would do this by uploading their own unique signature poses. So these videos lead viewers to a link which would allow them to upload their own pose on Vaseline Men's Facebook app. The videos are also hosted on the Facebook app."
Client: Vaseline Men (HUL)
Agency: BBH India
Client Team: Vikramjeet Singh and Samyukta Iyer
Managing partner, executive creative director: Russell Barrett
Copywriter: R. Venkatraman
Art director: Ajmal Mohammed
Client servicing: Abhishek Razdan, Jay Ladhani and Kanika Vaid
Agency producer: Hitesh Kalia
Production house: Footcandles Films
Producer: Anand Menon, Amarjeet Phukan