SUNSILK ETHNIQUE - Model Search
A nationwide activation where Sunsilk Ethnique was searching for a woman to be their 'New Face'.
On-pack communication established ways to enter the search electronically, but this was supported with an interesting in-store activation: Photographers would set up in mall forecourts around the country and Sunsilk Ethnique buyers could get their photo taken by a pro and leave with their own physical print of their photo (a sought after keepsake). Sunsilk scored many entries in the process too.
Visually, I used an approach that reinforces the pack design... using the brand's exclamation mark device as a vertical divider between graphic and photographic elements. The photographic image was a woman as always, but with her back to us her identity is not yet our focus. The popping cameras of the paparazzi have a great interest in who she is though, which pitches the appealing glamour of the role to entrants.
