Mother this week unveils a new national poster campaign for Lever
Faberge's Organics haircare range.
Each of the posters tells an Organics "essential truth" - what women are
really like when it comes to their hair. They take on the green, white
and pink livery of the Organics bottle using quirky illustrations to
make each point.
The first shows three girls sitting on a bench with a young man walking
past. The Organics girl has her mass of beautiful hair covering her
face, with the essential truth reading: "She quickly used her hair to
avoid eye contact."
A second demonstrates the fears of many women when in bed with a man for
the first time, highlighting that an Organics girl would be ready to be
seen first thing in the morning. It uses the line: "Whatever time her
new man woke up, she'd be ready." The third ad shows rivalry between
friends based on one girl's hair.
The print work doesn't feature the product and will run in conjunction
with the current TV campaign, which features women in various stages of
excitement about the condition of their hair.
Andy Bellass of Mother said: "The posters are there to substantiate the
message of the TV work and compliment it. We have moved away from the
traditional style of advertising and actually talked to women and can
therefore empathise with the truths they face and address them."
The campaign was illustrated by Darren Whitington.