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SILVER: Venus submitted by Starcom South Africa

CosmoGillette’s Venus needed to give women a compelling reason to continue purchasing a premium brand, and retain its place as South Africa’s top-selling female razor. The campaign created an opportunity for young women to congregate en masse and make history by participating in the country’s biggest swimsuit photo-shoot. Venus partnered with Cosmopolitan to help facilitate the event, and participants were awarded a Venus Breeze razor, branded bikini and sarong. Women were given an unforgettable story to share with friends as 1060 legs transformed the Camp’s Bay landscape into a living sculpture. Participants were choreographed to form the word COSMO, as aerial and ground photographers captured the scene. And casual users were quickly converted to brand advocates!