Clear and Romanian Lowe&Partners developed an app to help inter-gender dialogue

Cristina Blanaru Creativity, Digital & Media, Social Media

Clear and Romanian Lowe&Partners made ClearTranslator app as part of an interactive campaign developed exclusively online which aims to educate male public on the importance of choosing a “gender” shampoo. The campaign targets the male audience, based on women’s perspective and is the way Unilever and the agency signal to men, in a playful way, that the 2 genders have separate needs

(…) Differences between men and women are and will always be a very discussed subject. It’s now the time to consider those differences also when it comes of the cosmetic products men are using

Aura Sorescu Alboiu,

Senior Copywriter, Lowe&Partners.

 We are so different. Both at language level and when it comes of needs in personal care area. Clear understands this differences and offers customized hair care solutions both for men and women. With ClearTranslator, we wanted to underline those differences in a creative way

Ruxandra Ionescu,

Junior Brand Bulding Manager Hair Care, Clear Romania.

The campaign takes the shape of an inter-gender dialogue facilitator, as concepts like beauty, care and general things have different meanings for women and for men. The app is available on Facebook Clear Romania until April 11th.

The app targets mainly male audience and tries to awake their competitive spirit by offering a series of awards, from inscribed t-shirts to 3 video cams and a special video with and about him dedicated to her.

Lowe&Partners handled the creative and copy side, while Kubis Interactive managed the tech implementation of the app.

Involved in the campaign were:

  • Lowe&Partners: Manuela Gogu (Creative Director), Aura Sorescu (Senior Copywriter), Alina Nechita (Junior Art Director), Ruxandra Popescu (Junior Account Executive), Diana Stancu Mottok (Account Director) and Elena Dospinescu (Digital Creative Manager).
  • Unilever: Ruxandra Ionescu (Jr. Brand Manager Hair Care) and Alma Dinu (Senior Brand Manager Personal Care).