Lux shower foam planned to use an effective creative and media plan for letting customers to accept its selling point of super smooth with a very easy mood. By projecting a woman's back onto ice, it made people feels that they're skating on her skin. Skaters expressed that it is very interesting and they have a brand new knowing of the product. Websites and newspapers gave many reports. According to the survey, up-to 98% skaters and passers-by have very strong memory of the product selling points.
Agency: JWT Beijing, China.