L’Oreal
Dir. Ita Fitzgerald
This was cited world-wide by L'Oreal and became the template for this type of communication for Olia
It has subsequently been adapted and broadcast in territories round the globe
L'Oreal were launching a new hair colorant in the UK aimed at the older home hair dying market. They needed a more relateable tone of voice online and on TV to compliment the global brand ad campaign.
The key message was that it is an oil based permanent hair colour that gives longer lasting and more vibrant results, but in order to build trust, it was important that the pieces felt real and weren't scripted.
To give a believable testimonial, we street cast real women and asked what they thought of their new colour. From my background in broadcast TV working on unscripted reality shows with non professional contributors, I knew using genuine and unprompted reactions would be key to engaging with the target audience.
Dir. Ita Fitzgerald
Results
This 60" was cited world-wide by L'Oreal as the template for this type of communication for Olia.
It has subsequently been broadcast in territories round the globe and the unscripted testimonial approach has been adopted by L'Oreal consistently since then.
…and before you ask: amazingly, no - I don’t get any royalties.