Lenor loooong lasting jingle

Creative idea

Lenor, P&G’s leading fabric softener brand, is famous for its scent that lasts longer and longer… But how could we enable the young generation of consumers that had never tried Lenor, experience its long-lasting effect? Through switching from smell to sound! So we created Lenor’s “Longer lasting jingle”. We used the iconic Lenor jingle and, in collaboration with the leading Romanian music innovator, we developed an algorithm to analyze the patterns in the catchiest earworm songs. Based on those patterns we let 8 music composers write different compositions. Finally, with the help of the algorithm, we selected the ultimate earworm tune that stays in your head longer and longer.

Brand name: Lenor
Advertiser / client: P&G
Product / service: Lenor
Campaign name: Lenor loooong lasting jingle
Agency network: LEO BURNETT
Agency: Leo Burnett Romania
Media agency: EssenceMediacom
Digital agency: Leo Burnett
Additional company: deMoga
Production company: deMoga, Universal Music
Web address: https://www.youtube.com/watch?v=70A4DQMk5Xs
Executive creative director: Jorg Riommi Chief Creative Officer CEE, Vasilije Corluka ECD, Adriana Pascan ECD
Creative director: Irina Becher
Art director: Eduard Cirstea
Copywriter: Irina Becher
Designer: -
Account director (agency): Andreia Anghel
Client account director: Irina Constantin
Media director: Andreea Platon
Managing director: Diana Alexa
Strategic planner / strategist: Corina Bratu
Senior planner: Corina Bratu
Pr director: -
Photographer: -
Illustrator: -
Film production: -
Director: -
Director of photography: -
Music: Marius Moga
Screenwriter: -
Agency producer: Irina Constantin
Post production: deMoga
Post production producer: -
Digital production: -
Digital strategist: -
Digital creative: -
Event production: -
Additional company: Elia Cazan, Georgiana Antohi, Ana Militaru Universal Music, Victor Rebenciuc, Ioana Ignat Hollygood Gang