| Title | SECRETS OF BAHIA |
| Brand | USHUAIA |
| Product/Service | BEAUTY |
| Category |
A02. Non-Fiction: series or film |
|
Entrant Company
|
PUBLICIS CONSEIL Paris, FRANCE
|
|
Contributing Company
|
PUBLICIS CONSEIL Paris, FRANCE
|
|
Production Company
|
PRODIGIOUS Saint-Denis, FRANCE
|
Credits
| Cédric Guéret |
Publicis Conseil |
Executive Creative Director |
| Cédric Guéret |
Publicis Conseil |
Creative Director |
| Marie Jeunet |
Publicis Conseil |
Copywriter |
| Delphine Arnol-Dennemont |
Publicis Conseil |
Art Director |
| Alexis Garnier |
Publicis Conseil |
Ad Assistant |
| Brigitte Merval |
Publicis Conseil |
Account Manager |
| Isabelle Saillant |
Publicis Conseil |
Account Manager |
| Isabelle Garnier |
Publicis Conseil |
Digital Account Manager |
| Eric Forest |
Publicis Conseil |
Deputy General Manager |
| Marine Catalan |
Publicis Conseil |
Strategic Planner |
| Leslie Besson |
Publicis Conseil |
Digital Project Manager |
| Emmanuel Danan/Elisabeth Sardin/Erika Contant-Seydoux/Noah Yung-Hing/Maud Guerin |
Ushuaia |
Advertiser Supervisors |
| Pierre Marcus/Bertrand Ayache-Anguenot/Anne Boucher |
Prodigious |
TV Producers |
| Charles Fombonne |
Prodigious |
Sound Producer |
| Jean François Jullian |
|
Director |
| Cyril Couve de Murville |
Fighting Fish |
Producer |
| Jacques Ballard |
|
Director Of Photography |
The Campaign
Main challenge was a business challenge : Ushuaia is loosing sales and territory to its competitors as product and communication weren’t perceived as qualitative enough, and modern enough.
Whereas, Ushuaia products are true exceptions in their category as the only ones based on true beauty rituals sourced throughout the world.
Strategy was to re-build brand value through highlighting the uncomparable authenticity of our products through taking our consumers to the very source of the Bahia Edition (shower gels and anti-perspirant for both men and woman) : Brasilian beauty rituals. Helped with the most respectable expert of the region and its local population, ethnologist Emilie Barrucand, we took our consumers to an incredibly authentic beauty quest to the very roots of beauty. Meeting with the local tribes who are collecting our valuable ingredients, discovering the beauty rituals, living a once in a lifetime experience.
Over 2 millions views in just few weeks
30% Brand Preference
To prove its users the authenticity of its rituals, Ushuaïa, cosmetics brand, decided to set out on a quest for their beauty secrets with the help of Emilie Barrucand, an ethnologist - committed reporter, Brazil specialist.
A quest of more than 14 000 km through the state of Bahia, meeting with women at the ends of the world, keepers of ancestral rituals. The result : a web documentary divided in 4 episodes uploaded to Youtube and Facebook. It has also been relayed on TV.