2024 Winner

CASE SUMMARY

Bounce is a dryer sheet brand known for keeping clothes soft and static free, but few people realize its static-reducing properties make it easier for pet owners to deal with pet hair on their clothes. That’s why Bounce created a dedicated Bounce Pet dryer sheet that promised to repel pet hair.

However, the product failed to break through because pet owners didn’t believe in such a too-good-to-be-true claim: “repels pet hair.” So, with a strategic pivot from how Bounce Pet repels pet hair to how it makes it easier to brush off,
the stage was set.

Their campaign objective was to relaunch the product and grab the attention of pet owners and demonstrate how easy it is to brush pet hair off their clothes with Bounce Pet. But while real-world trial is traditionally the most convincing way to show a product really works, how can they demonstrate it on a shoestring budget in a way that is compelling to pet parents on a basic digital media buy?

Any pet parent knows the never-ending battle with pet hair. It sticks to everything, everywhere, all the time. And when it does, they just can’t help but try and brush it off. Instead of leaning into the solution, they leaned into demonstrating the problem using only a strand of hair. With a few well-placed pet hairs, they made an otherwise forgettable digital media buy into something people couldn’t ignore, turning every digital asset into interactive media and proving how easy it is to brush
it off with Bounce Pet.

Using just an image of hair, they made it feel like your pet’s hair was actually on the screen in front of you. Frustrating, they know. And that was the point. Their creativity remained static just long enough for people to notice and feel compelled to reach out and brush it off. They then reveal their super, “Pet Hair? Don’t Care,” followed by their “Brush it off” messaging. No complicated mechanisms. No technological gimmicks. Just a graphic of a hair.

They got pet hair everywhere on the Internet, plastering it on everything from social ads to product pages and connected with pet parents’ struggle with pet hair getting everywhere. It appeared while they watched videos online, in display ads surrounding the news, in their social feeds, and for anyone
visiting Bounce's website.

Every step of the way, they highlighted the problem of pet hair everywhere and showed how easy it is to brush it off with Bounce Pet.

They created a digital-first campaign on a shoestring budget that captured pet parents’ attention and demonstrated Bounce Pet’s benefit in an unignorable way, making it their most talked about social campaign ever. After just one week in market, social advertising delivered 152% of planned impressions, generating a 350% increase in the number of comments per dollar spent compared to next best performing social ad in Bounce’s history. Not bad for a strand of hair.

Credits

Agency: Leo Burnett, Toronto
Client: Procter & Gamble

Creative Agency: Leo Burnett, Toronto
President: Ben Tarr
Co-Chief Creative Officers: Steve Persico, Lisa Greenberg
Managing Director, Account Services: Natasha Dagenais
Chief Strategy Officer: Tahir Ahmad
Creative Director: Matt Williamson
Senior Art Director: Robin Soukvilay
Senior Copywriter: Coleman Mallery
Strategy Director: Mike Coulson
Integrated Project Manager: Sama Karam

Strategy, Account and Production Agency: Saatchi & Saatchi New York
Chief Business Officer: Sarah Beaumont
VP, Group Account Director: Priya Bordia
Account Supervisor: Zaki Khalid
SVP, Strategy Director: Julia Perissinoto
VP, Executive Producer: Dani Stoller
VP, Senior Art Producer: Samantha Jaffoni
VP, Senior Art Producer: Amy Salzman

Production: The Pub Productions
Director: Reid Marshall
DP: Andrew Wilcox

Editorial: Saatchi & Saatchi
Associate Creative Director: Jamie Duke
Editor: Jacob Parker

Procter & Gamble/Bounce:
Director, Bounce Brand Innovation – P&G North America Fabric Care: Jamie Ighoavodha
Senior Director, Fabric Enhancers Innovation – P&G North America Fabric Care: Molly Norman
Director of Fabric Care Media: Matt O’Shea
Senior Brand Manager – FE: Olivia Martin
Brand Manager – FE: Daniel Kelly