AGENCY
Publicis
ROLE
Copy
PRODUCTION
Backyard
partner
Eubin Kim
what to do when you're number two?
Procter & Gamble wanted to use Canada as the test market for a new business model for Dawn, which was currently lagging at #2.
My partner and I came up with the Rivalries' Rodeo campaign and two incredible things happened: Dawn officially rose to become #1in the market... and I got to shoot the whole thing in South Africa.