The brand’s agency of record LG2, with the help of Publicité Sauvage and Touché, displayed ten wild postings in high-traffic areas of Montreal last month as part of a stunt called “Quand les pellicules vous prennent par surprise” (When flakes take you by surprise).
The postings feature blown-up photos of a man and woman’s head with snow piled on top, emulating the white flakes associated with dandruff and dry scalp.
According to Dave Legendre, account director at LG2, Montreal was chosen due to the city’s history of frequent snowstorms. Winter was the perfect time for this effort, he said, because prolonged exposure to indoor heating tends to aggravate dandruff, making the colder months the worst for those affected.
The target demographic for “Quand les pellicules vous prennent par surprise,” is men and women aged 25-34.
“Selsun Blue is a brand that right now has a bit of an older customer base,” Legendre said. “We’re trying to rejuvenate the brand and reach a younger audience in different places, and we felt like wild postings were a good idea.
“We were on the alert for a few weeks from the time we had this creative idea to execution, we just had to wait for a snowstorm. We had to have at least 15 to 20 centimeters of snow to do it.”
Legendre said there was no back-up plan in case the required amount of snow never fell and added the agency would have to wait until next year in that event.
The posters ran from Feb. 14 to March 2.