The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

Date: Apr 2018
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Signal Productions has produced a new TV spot promoting Schwarzkopf's Live range of ultrabright hair dyes. The agency was briefed to build on the success of a 2017 TVC, with the aim of driving sales of hair colour products and NPDs using a mixture of talent from models to influencers.

The agency captured vertical video, TVC footage, point-of-sale and digital outdoor content in a studio complex, allowing the talent to move from one shoot to the next. The strategy allowed the creation of a vast amount of assets and content for the brand's push.

The campaign also saw a return to Signal's rear projection technique, which allowed it to shoot models and talent against multiple backdrops with a rapid turnaround for each setup.

Credits

Director - Regan Hall

Creative Director - Neil Bennett, Signal Productions

Producer - Neil Bennett, Signal Productions

Production Manager - Lauren Werry, Signal Productions

Art Director - Julian Marien, Signal Productions

Agency: Recordbay