Neutrogena - "The Writing"

DDB Paris

DDB Paris PARIS, France

5090

Brand: Neutrogena
Country: France

Advertiser: Johnson & Johnson

Title	The Writing
Title (original language)	L'écriture
Agency	DDB Paris
Campaign	Younger Hands - Johnson & Johnson
Advertiser	Johnson & Johnson
Brand	Neutrogena
Date of First Broadcast/Publication	2004 / 4
Product	Anti-ageing Handcream
Product (original language)	Crème mains anti-âge
Business Sector	Creams, Lotions, Milks, Tonics, Makeup Removers
Tagline	New anti-ageing hand cream.
Tagline (original language)	Nouvelle crème pour les mains anti-âge.
Story	This creative work developed by DDB Paris presents in an easy and strong way, a situation where hands have visibly got younger : A sentence, which is the promise of this announcement, is handwritten on a line. This writing is first an adult one, strict and precise, and is progressively transforming itself and becoming a childish writing, more round and approximative. The hand has become young again.
Story (original language)	La création développée par DDB Paris met en scène, dune manière à la fois simple et forte, une situation où les mains ont sensiblement rajeunies : Une phrase, qui est la promesse de cette annonce, est écrite à la main sur une ligne. Cette écriture est dabord celle dune adulte, stricte et précise, qui, au fil des mots, se transforme et devient une écriture denfant, plus ronde et approximative. La main est redevenue jeune.
Philosophy	Facing competitive brands already installed on this business sector, Neutrogena is distinguishing itself with a differentiating illustration, far from the conventions and codes of the category.
Philosophy (original language)	Face à des marques concurrentes déjà installées sur ce secteur, Neutrogena se distingue avec une illustration différenciante, affranchie des conventions et codes de la catégorie.
Problem	As the leader for 25 years on the market of dry and dammaged hands care, the brand Neutrogena is launching this year a new care to fight against the ageing of hands. The Norwegian Forumula, a very efficient formula which enjoys a very positive image by women, is now meant to reduce the appearance of fine lines, while improving skin clarity, tone and texture.
Problem (original language)	Leader depuis 25 ans sur le marché du soin des mains sèches et abîmées, la marque Neutrogena lance cette année un nouveau soin pour lutter cette fois contre le vieillissement des mains. La Formule Norvégienne, une formule efficace qui jouit dune image très positive auprès des femmes, sattaque maintenant aux tâches brunes, rides et ridules des mains.
Media Type	Television & Cinema
Length	40 seconds
Creative Director	Serge Simon
Account Supervisor	Frédéric Lebugle
Advertiser's Supervisor	Greg Prodromides
Executive Creative Director	Alexander Kalchev
Executive Creative Director	Sylvain Thirache
Advertising Manager	Cécile Gautier
Advertising Manager	Ludivine Lacquemant
Account Supervisor	Anne Wehr
Art Director	Sébatien Skrzypczak
Copywriter	Sébatien Skrzypczak