In June, skincare brand Simple took advantage of the arrival of the British summer to remind people about the challenges their skin faces each day.
The creative, adapted from a US campaign created by Weber Shandwick, began with a chart that used real-time data provided by the Met Office and Department of the Environment and Rural Affairs (DEFRA) to present a visual summary of the environmental challenges facing the viewer in their specific location at that particular moment. It then transitioned to a video of a model’s face that demonstrated how things like weather, pollution and stress impact the health and appearance of skin, complete with the copy “Simple is kind to city skin”.
The creative was unusual in that it ran for 60 seconds, instead of the more usual 20 second slot.
Media planning was by Mindshare, and the activity ran on JCDecaux’s wide format [email protected] and Ocean Outdoor’s The Screen @ St Enoch in Glasgow. Digital production was by Grand Visual, with original US production by Science & Fiction.
Real-time data and campaign management was handled by Grand Visual’s dynamic digital out of home campaign management platform, OpenLoop.