Jhirmack: Inner Beauty
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A precursor to the multicultural advertising boom we are now seeing, this is a true multicultural spot. Created for Jhirmack in 2000 – long before Dove or anyone else had thought of celebrating the idea of real beauty. It recognizes inner beauty as an idea that crosses cultures. A tiny media budget meant it received only minimal exposure, and a tiny production budget limited us to the use of stock footage, but despite this, it was covered in the Globe and Mail and the National Post and and broke category records for recall, relevance and likeability.