Finalist - Communications Channel Plan
OMD: Eve Leshaw, group account director; Jaclyn Korman, strategy supervisor; Rochelle Lichtman, director of entertainment marketing. Nivea:
Nicolas Maurer, vice president, marketing.
When a paparazzi photo of model and talk-show hostess Tyra Banks appeared to show cellulite, Omnicom's OMD unit seized on the opportunity
to create an integrated communications channel plan for client Nivea that may well be the most imaginative use of "remnant" advertising space ever conceived by a big Madison Avenue media
shop: the cellulite on Banks' thighs. The strategy launched Nivea's "Goodbye Cellulite" line. Working with Banks' TV production team, OMD developed a "Hot Legs" summer
special documenting four cellulite sufferers using the new Nivea product, with before-and-after footage. Media integrations included the implied endorsement of the TV special, as well as tie-ins with
print outlets ranging from Shape magazine to US Weekly.
yuck