single minded propositioncache.krop.com/profile/pages/5998f5b3/hamish/pearsnothingunnec… · radio...

SINGLE MINDED PROPOSITION:

Pears products keep your family clean simply, without any unwanted features or unnecessary ingredients.

ONE PAGER

Nothing unnecessary. Things “no one needs” from a variety of real life situations are presented as an analogy describing the ingredients that serve no purpose that Pears soap, shower gel and hand wash are free from.

ADSHELL

• Ad featuring one example in Billboards near bus stops.

• Ad featuring multiple examples timed to change displayed on digital billboards near supermarkets.

PROGRAMMATIC ONLINE VIDEO

Additional themed scenes in the same style as the original office based TVC

series including family events and holidays, pop culture can be displayed depending on the profile of the target

viewing the online ad.

WEB VIDEO

Two web video edits with examples of things “you don’t need’ and a product demonstration 1. A before work shower

gel commercial 2. An after work hand

wash commercial

PRINT

Feature one example of a thing ‘you don’t

need’ of relevance to the publication per

execution in magazines as full

page ads.

FACEBOOK

• Single Image and animated video based multiple example posts featured on Pears Facebook page

• Boosted and sponsored posts

RADIO

• Radio Ads based on variation of voiceover of web video script

• Media captures time of day featured in both web video versions

SPOTIFY

• Spotify Ads based on variation of voiceover of Web video script

AD SHELL MOCK UPS

WEB VIDEO STORYBOARDS