In addition to the new work for the Balance Rewards, Walgreens is also launching its first brand beauty push. Walgreens is known as a trusted pharmacy and for convenience, and for this effort, we want to communicate and drive awareness of an elevated beauty experience at Walgreens. Walgreens is the only FDM retailer that has beauty advisors who can recommend the latest beauty trends, tips and tricks that are right for the consumer. More so, the new Walgreens Beauty program will offer a seasonal sample beauty box as a gift to customers who purchase $30 or more beauty products.
To highlight this new offering, we tapped international Japanese photographer Teru Onishi to create art out of Walgreens’ beauty products. The result is very bold, and striking print and tablet pieces that will run in Elle, Marie Claire and Mademoiselle magazines in addition to be shown on rich media banners, Times Square Digital OOH.
Out-of-home media will be leveraged as massive Times Square digital display above and surrounding the Walgreens store located at 1471 Broadway, NYC. The Times Square display will bring each print execution to life through unique digital animations that will catch passerby’s attention and hopefully drive them in-store for a consultation with beauty advisors and trial of the latest trends in beauty products.
The Walgreens’ Times Square real estate spans over 16,000 square feet of total digital video display and is the only video spectacular in the area that is tied in with a mass market retailer. These units serve over 1,600,000 impressions per day with each digital animation highlighting Walgreens’ products in a way that’s never done before.
See more here: http://www.walgreenstimessquare.com/
Creative:
View the work in Time Square here:
Time Square Beauty
Time Square Beauty 2
Time Square Beauty – Trendsetters
Time Square Beauty – Trendsetters 2
Credits:
Agency: GSD&M
Print Titles: Ideas & Inspiration, Trendsetters & Showstoppers, Brighten & Enlighten
Executive Creative Director: Jay Russell
Group Creative Director/AD: Bryan Edwards
Group Creative Director/Writer: Victor Camozzi
Creative Director/AD: Sean LaBounty
Creative Director/Writer: Hayden Gilbert
AD: Sarah Thomas
Writer: Haley Gardner
Executive Producer from GSD&M: Bill Wine
Photographer: Teru Onishi
Art Producer: Shannon McMillan
Account Service: Nancy Ryan (SVP, Account Director) Brittany Reeves (Account Director), Amy Rodgers (Account Supervisor), Heath Tavrides (Account Manager)
VP, Strategy & Insights Director: Michelle Dickens
