Cannes Lions 2008 Bronze Awards : BOOTS : MOMENT OF TRUTH

Boots 'Moment of Truth' Summer Ad (The Long Version)
A girl faces the most dreaded moment of the year.



Type Of Entry: Product & Service
Category: Retail Stores
Title: MOMENT OF TRUTH
Advertiser: BOOTS
Product/Service: BOOTS
Entrant Company, City: MOTHER, London
Country: UNITED KINGDOM
Advertising Agency, City: MOTHER, London
Country: UNITED KINGDOM
Creative Director: Robert Saville/Mark Waites/Damon Collins
Copywriter: Hermeti Balarin
Art Director: Ana Balarin
Agency Producer: Angela Eleini/Mike Clear
Production Company, City: ANONYMOUSCONTENT@INDEPENDENT, London
Country: UNITED KINGDOM
2nd Production Company, City: EXIT FILMS, Melbourne
Country: AUSTRALIA
Producer: Chris Barrett/Karen Sproul
Director: Garth Davies
D.O.P/Lighting Cameraman: Greig Fraser
Editor: Jack Hutchings @ The Whitehouse
Post Production: The Mill



Synopsis
The brief was to drive young women into Boots for their summer beauty shopping as they prepare to holiday abroad. The idea is based on the insight that, for most women, the first day of summer holiday is a moment to be dreaded. After months of being hidden under heavy winter clothes, they'll have to reveal their bodies in public wearing just a tiny piece of fabric. The film features a packed beach falling silent to watch a young woman as she strips down to her bikini. Luckily, she looks gorgeous because she's done her beauty shopping at Boots.