When P&G's Herbal Essences Hydralicious shampoo and conditioner and Venus Embrace razors decided to team up for a winter promotion, they needed a big idea that tied them together. Saatchi & Saatchi came up with the proposition that in the winter, women still need to be soft from head to toe, because Canadian winters are the perfect time to cuddle up and get close to somebody. From that big idea, the Cuddle Me Sutra concept was born.
The Cuddle Me Sutra was brought to life through rich media banners and landing pages housed on Herbal Essences' and Venus' pages. The Cuddle Me Sutra became a guide where women could learn to cuddle the winter away with various cuddle positions. Through it all, the importance of smooth legs and soft was reinforced and the communication, though irreverent and humourous, always linked back to encourage product trial.
Creative Director:Brett Channer
Art Director:Marissa Mastenbroek
Account:Terence Jou, Yael Marantz
Integrated Producer:Jen Mete
Snowflake Graphic:Jamie Webster
Production House:Radke Films
Executive Producers:Scott Smith & Scott MacKenzie
Line Producer:Mark Hesselink
Director Of Photography:Chris Mably
Web Design & Development:Indusblue