MONTREAL, QUEBEC--(Marketwire - June 7, 2012) - Montreal's Tuxedo Agency has created the latest digital campaign for Vichy Laboratoires' (L'Oréal Group) CelluDestock product range. Inspired by the line's body care products, this tongue in cheek campaign aims to encourage women everywhere to stop, take a «Booty Break» and embrace their femininity through this jocose project.
Building on the insights that textbook cellulite ads seem to please the eyes as well as the voyeurism of men more than galvanizing women to tone up, Tuxedo's creative gives women a break from «contemplative beauty ads». The «Booty Break» campaign reverses the roles and invites women to indulge in the guilty pleasure of watching a man's behind in action as a new form of inspiration for shaping up.
The campaign, launched across all digital platforms, invites visitors to engage in multiple ways with the "Booty Break":
- A dedicated website (www.bootybreak.com) which encourages women to enjoy their booty break in the spirit of a game while navigating through a selection of male backsides and controlling specific actions;
- A mobile application (iPhone, Android) loaded with exercise videos hosted by their own sexy virtual trainer, the ideal running mate to the CelluDestock and Destock Stomach products;
- A tool for women who don't own a smartphone, these exercise videos will be available on YouTube, to be viewed directly on their television sets through AppleTV devices or gaming consoles (wirelessly enabled Wii, Xbox 360 or Playstation 3) as well as on their personal computers. Social media fans will also have access to exclusive content and information.
«The goal for the «Booty Break» campaign is to provide a provocative and engaging way to get women to talk about their bodies, but in a positive way» said Marianna Trofimova, Vice-President of Marketing for Vichy Laboratoires USA.
This campaign is launched in the US and Canada, in English and French.
To enjoy your «Booty Break» visit http://www.bootybreak.com.
30 second teaser: http://youtu.be/4_odKnu_Usc
Vichy USA: www.facebook.com/VichyUSA
Vichy Canada: www.facebook.com/VichyCanada
Twitter: Vichy USA: www.twitter.com/Vichy_USA
|Marianna Trofimova, VP of Marketing, Vichy Laboratoires USA
|Stéphanie Entraygues, Brand Director, Vichy Laboratoires Canada
|Concept developer and Creative Director, Ludwig Ciupka, Tuxedo Agency
|Design: Pierre-Olivier Séguin, Tuxedo Agency
|Strategy: Dominic Tremblay et Nancy Gendron, Tuxedo Agency
|Brand Director: Nancy Gendron, Tuxedo Agency
|Social Media Strategist: Rachelle Houde, Tuxedo Agency
|Video editing: Jean-Michel Simard, Tuxedo Agency
|Production: Tuxedo Agency
|Programming and web integration: AVGS
|Music: Baby Baby, Make the Girl Dance
Tuxedo is a boutique agency that offers integrated and customized marketing and creative services. Our unique concept is based on personalized service, strong strategic analysis, a complete and elegant creative design, clear and measurable results, and a skilled and experienced team of professionals who are on-line with the latest trends.
Based in Montreal, Tuxedo is developing its business in Canada, in the US and in Europe.
For further information about Tuxedo, visit www.agencetuxedo.com.