Woman, particulary Indonesian ones are very style obsessed. Lux wanted to remind them that silky skin the most indispensable fashion basic. They used the rough scaly bark of trees to dramatize dry legs by putting stylish, proportionately large shoes on them. The chic display of shoes stopped traffic in Jakarta's busiest business and shopping districts, and got Lux Silk Nourishment hundreds of free media impressions, including Cosmopolitan and Trans 7 Channel.
Agency: JWT Jakarta, Indonesia.