ADVANCED HAIRCARE: "Change the life of your hair"
THE BRIEF :
Execute the largest launch for L'Oreal of 2012: L'Oreal Advanced Haircare
SOLUTION :
Knowing the universal truth that women cry out for the eradication of the quintessential 'bad hair day'-- We created a campaign that brought to light the science behind L'Oreal's Advanced Haircare.
The facts speak for themselves: Five years of research. 8 US patents. 5,000 tests. And finally it's here... L'Oreal's Innovative formulas with targeted actives that will actually change the life of your hair.
We launched with TV, print and social presence on youtube.
We continued with 360 take-overs of NYC's Grand Central, Chicago's Union Station, as well as L.A.'s The Grove. Also collaborated with RGA to create the Hair Genius App.
RECEPTION :
Incredible success with growth to a near 5 share in the first year, with a steady hold.
CREDITS :
ACD Art Director: Theresa Linares / CD, VP Copywriter: Kathleen Vanhoff
TV shot by Director: Peggy Sirota / Print shot by Photographer: Kenneth Willardt
LAUNCH TV
PRINT
SOCIAL MEDIA : Behind-the-scenes with Lea Michele
On her first shoot with L'Oreal for the launch of Advanced Haircare: Total Repair 5.
On her first shoot with L'Oreal for the launch of Advanced Haircare: Total Repair 5.
DIGITAL APP : Advanced Haircare
Hair Genius by L'Oreal Paris
Hair Genius by L'Oreal Paris
Collaboration with RGA to create Hair Genius APP-- which examines your hair's most specific need
to find the perfect Advanced Haircare regimine for you.
360 GRAND CENTRAL, NYC : Advanced Haircare
Grand Central Takeover / March 2013
Grand Central Takeover / March 2013
360 UNION STATION, CHICAGO : Advanced Haircare
Chicago Union Station Takeover / September 2013
Chicago Union Station Takeover / September 2013
360 L.A. GROVE, LOS ANGELES : Advanced Haircare
L.A. Grove Takeover / January 2013
L.A. Grove Takeover / January 2013
TV : Power Moisture
BRIEF :
BRIEF :
Expand our highly successful 'Change the life of your hair' campaign into the Canadian Market
by creating all new TVC with Eva Longoria for their Power Moisture sku.
CREDITS :
ACD Art Director: Theresa Linares / CD Copywriter: Sue Whalen
TV shot by Director: Peggy Sirota
SOCIAL MEDIA : Behind-the-scenes with Eva Longoria
On her shoot for L'Oreal's Hair Expertise Power Moisture, for Canada
On her shoot for L'Oreal's Hair Expertise Power Moisture, for Canada
