brand sponsorship campaign, video, OOH, digital, social, experiential
The secret was out. Tresemmé was a professional “salon brand” that was not actually sold in salons. Losing credibility, the brand needed a quick fix. The solution? Become the official haircare sponsor for New York Fashion Week and put Tresemmé backstage in the hands of top-level hair stylists at the world’s biggest fashion event. Then tell everybody. Everywhere.
For those not front row at the shows, an out-of-home campaign splashed the city during New York Fashion Week.
Tools used in fashion design became hair accessories to prove that indeed, great hair is always in fashion.
Partnering with top stylists, behind-the-scenes footage splashed social and editorial to show Tresemmé in action during the most high-pace, performance-testing moments.
The sponsorship was so successful, Tresemmé wanted an equally-arresting campaign the following year. Jewelry designed from hair accessories made a statement: great hair makes great fashion. The work appeared at every touchpoint from Madison Avenue to the digital sphere. Both campaigns were featured in Graphis and Luerzer's Archive.