Finalist
Zig

Lipton Cup-A-Soup   Canadian Value Of Music Coalition   YWCA   Night Exchange   Danier Leather

DANIER LEATHER

While price remains important to Danier's positioning, it is not the advertising platform needed to reach the company's long-term goal of being one of the world's leading leather retailers. Since emotion always trumps reason in fashion, Zig needed to get to the bottom of what made leather special. First came the observation that people feel and behave differently when they put on leather. That consumer insight was the platform Zig needed and the basis on which to overcome one of the biggest obstacles in fashion advertising - the absence of an idea. The 60-second spot asks the question, "What does leather do to you?" Zig also worked with the client to rebrand and reposition its line of leather care products as "skincare" products. The high-margin line has just hit the shelves and is proving to be a huge success.

Television


Hotel

Out Of Home

Danier Skincare Products

Danier Skincare Brochure