OBJECTIVE

TRESemmé was a key brand for Unilever in Russia. But with increased competition it needed to elevate its place in the market towards a more premium positioning and support its higher pricing.

 

SOLUTION

A consumer and market assessment were conducted to identify key cultural drivers and perceptions among the Russian beauty consumer and how to leverage this. Emphasising TRESemmé’s professional heritage was identified as the means by which a more premium positioning could be achieved. Partnering with Unilever/U-Studio to reflect the professional heritage of TRESemmé, establish its superior professional formulas, we commissioned renowned experimental still-life photographer Lol Keegan and his technical film production crew. We created a powerful dynamic video, which was used with the talent shots filmed by the Russian team and conceptualised and storyboarded the Hold Hairspray collection video campaign (TVC, OOH digital and social). And worked on the pre/post-production (phantom engineering, editing and sound mix), to create high-quality and successful campaign films.

 

OUTCOME

This was Unilever/U-Studio’s first major global beauty campaign and a great platform in delivering premium visual content across all channels. It successfully launched TRESemmé’s professional heritage for the Russian consumers and created a more premium and compelling brand for them.

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SERVICES​

• Creative Direction 

• Storyboarding 

• Campaign Ideation  

• Production