Commentary
Mindshare Interaction/Vibrant Media - Unilever, "Blondes vs. Brunettes"
- by August 26, 2008
Unilever, "Blondes vs. Brunettes"
http://www.vibrantmedia.com/omma2008/unilever.html
Finalist Standalone Video (Not Principally Deployed on YouTube)
Vibrant Media: Ariff Quli, senior vice president sales, East Coast; Jennifer Crider, director of consumer packaged goods, Doug DeMarco, senior product designer; Pawel Podgorski, campaign specialist/ designer;. Mindshare Interaction: Ritu Trivedi, managing partner, media director; Jeff Ratner, managing partner, digital director. Unilever: Barret Roberts, lead communications manager
Unilever used Vibrant Media's in-text video advertising solution to boost awareness for Sunsilk's new "Color Boost" product and drive participation
to its Color Showdown microsite aimed at 18 to 45 year-old females. By using Vibrant in-text advertising technology to double-underline the words "blondes" and "brunettes," Unilever was able to
create a virtual duel between the two, deploying "Color Boost" videos catering to each side. When users moused over the underlined words, video creative would pop up showing blondes digging into
brunettes, or visa versa.
