REVERSA wins double Gold at the International Advertising Festival in Cannes, France!

Montreal, Quebec, June 22nd 2007 – The Reversa anti-aging skincare advertising campaign whose audacity provoked tremendous positive consumer response and reaction when launched last Fall, has been rewarded with Gold at the 54th International Advertising Festival held this week in Cannes. Reversa’s edgy campaign won a first  Gold Lion award and beat the world for its See more side effects web site as well as winning a second Gold Lion for its drive to web on-line banners.

Developed by TAXI Montreal, the Reversa campaign created a lot of buzz. In magazines, banners and web site, the ad features an elegant, mature woman sitting on a couch with a handsome, young, naked man sprawled out beside her. The provocative ad invites women to visit the microsite www.seemoresideeffects.ca  to learn more about  Reversa products and their positive side effects. Upon entering the site – the entrance to which is a woman’s living room - women are asked to select from one of four Reversa anti-aging choices: UV Anti-Wrinkle Cream, UV Anti-Spot Lightening Cream, Skin Smoothing Cream, and Corrective Night Cream.  Each product has a character assigned to it, a plumber, fireman, gardener and chef. All of whom, of course, are young and good-looking. During the nine week blitz, the microsite registered 600,000 visitors. Since then, the number has swollen to over a million.

« I thank TAXI Montreal for having created an ad campaign which has earned numerous honours and prestigious awards while sending a positive message to our consumers, women over 35 years of age. We are proud to have had the audacity to follow TAXI’s creativity and trusting the concept and all its initiatives allowing visitors to interact with the brand by visiting our web site » explains M. Robert Lavoie, President Dermtek Pharmaceuticals, the makers of Reversa.  

The Reversa campaign has already received many honours such as; the Strategy Award in the Audacity category of the Concours Stratégies de L’AMMM-PCM; the best Magazine ad 2006 allotted during the Concours des Grands Prix 2007 from Quebec Magazines; the 2006 Boomerang Award in the interactive Marketing campaign category and two Creativity Annual Awards.  

About Dermtek Pharmcaceuticals
Founded in 1986, Dermtek Pharmaceuticals was the first completely Canadian pharmaceutical company specializing in the development and production of dermatological products. The creation of skin protection sunscreen Ombrelle in 1990, which was acquired later by L'Oréal, naturally led to the development of the Reversa brand for skin correction. The company markets and distributes Reversa brand products (Glycolic acid rejuvenating skincare), and other dermatological products. Dermtek's head office is located in Montreal, Quebec. The Reversa anti-aging skincare line is available in most Canadian pharmacies. More information on the company and its products can be found by visiting www.reversa.ca

Fore more information :

Caroline Desrosiers
Director of Communications
Dermtek Pharmaceuticals Ltd.
(514) 685-3333 ext. 239
carolinedesrosiers@dermtek.org

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