TONI&GUY and Emotive launched a video led campaign to promote two new shampoo & conditioner variants – Purple Shampoo & Conditioner; and Daily Detox with Charcoal Shampoo & Conditioner.
The videos personify the Purple and Daily Detox shampoo variants in the form of a Cheerleading / dance group (Purple) and a Gospel choir (Charcoal). A high fashion, musical performance challenges the two groups to take on a musical group that represents the problems that TONI&GUY products solve – brassy blonde and hair grime build-up.
The campaign is aimed at fashion forward millennials.
The entertainment led approach includes a bank of video assets for each variant, designed to drive a full funnel result.
The campaign rolled out across TONI&GUY’s digital assets, along with in store, print and OOH.
Marketing Manager, Unilever: Leanne Landolfi
Marketing Manager, Unilever: Briar Taylor
Assistant Brand Manager, Unilever: Tess Giordimaina
Creative, Production & Amplification: Emotive
CEO: Simon Joyce
Business Director: Marshall Campbell
Strategist: Lucielle Vardy
Creative Director: Andrew Cameron
Creative and Director: Madeline Kelly
Copywriter: Rory Pearson
Senior Producer: Natalie Dagher
DOP: Evan Papageorgio
Editor: Uthayan Sevaraj
PR: NAC Media Group