TRESemmé takes 360 view of NY Fashion Week in latest campaign via J. Walter Thompson, Sydney

Screen Shot 2016-02-25 at 5.56.08 pm[6].jpgTRESemmé  has unveiled a virtual backstage pass to the New York Fashion Week (NYFW) festival, through a unique digital and social campaign developed and executed by J.Walter Thompson Sydney.
 
The TresPass 360 campaign provides an immersive 360 video for Facebook, which follows a model as she transforms from street to backstage to catwalk with the help of TRESemmé. It is also being executed via Instagram.

VIEW THE 360 VIDEO
Screen Shot 2016-02-25 at 5.53.57 pm[4].jpgJ. Walter Thompson Sydney ECD Simon Langley said the campaign aimed to both leverage TRESemmé's sponsorship of NYFW, while reinforcing the professional, expert quality that TRESemmé  provides.

Says Langley: "New York Fashion Week is one of the most talked about events on the fashion industry's calendar but only a small few get to experience it first-hand. We wanted to deliver on TRESemmé 's brand promise by giving both Australians, and people from across the globe, a unique insider access to all the chaos and wonder of NYFW."

Screen Shot 2016-02-25 at 5.52.08 pm[4].jpgLangley explained that a range of innovative production processes were used to produce the 360 content within a very tight timeframe.  He said it was filmed backstage at the BCBG Max Azria show on Feb 11th, with final content produced within one week.
 
Says Langley: "The entire campaign was produced amongst the chaos of NYFW.  It was a very fast-paced, unstructured environment, with no room for error. The result is a unique piece of content that was only made possible through the partnership of the amazing TRESemmé  team, who were prepared to push the boundaries of digital storytelling."
 
Says Jay Morgan, group digital creative director, J. Walter Thompson: "TRES-PASS for TRESemmé is a significant proof point for the work we are striving to create for our clients - an engaging experience using innovative technology delivered to a mass audience all underpinned by a powerful idea. Not just technology for technology's sake this is the utilisation of tech to tell brand stories in new ways. In only 72hrs we're at over 1 million views and the audience are loving it, the comments are overwhelmingly positive."
 
Screen Shot 2016-02-25 at 4 10 00 pm.jpgJ Walter Thompson is the lead creative agency responsible for the digital and social work across the hair care portfolio of Unilever's brands, including TRESemmé, Sunsilk TONI&GUY and Dove.

Client - TRESemmé
Claire Hooper - Marketing Director Hair & Skin
Amanda Russo - TRESemmé  Brand Manager
Kristal Clements - TRESemmé  Assistant Brand Manager

Agency: J. Walter Thompson Sydney
Simon Langley - Executive Creative Director
Jay Morgan - Group Digital Creative Director
Steven Hey & Dylan Soopramania - Creative Team
Angela Morris - Executive Planning Director
Carly Yanco - Senior Planner
Milly Hall - Group Account Director
Isabelle Udall - Account Manager

Production Company: BigLook360
Brad Murano - VRDP, Director/Editorial
Lance Loesberg - CEO/Exec. Producer

Sound Studio: WE LOVE JAM STUDIOS
Jared Underwood - Sound Composer and Designer

13 Comments

Mac said:

Even in 306 video, BTS hair and makeup is still as boring as hell.

Pete D said:

Nice one Dyl & Steve. Nailed it.

Dan said:

Nice work Steve and Dylan, nice to see you getting the plaudits you deserve

Conners said:

Yew! Nice work team!

black hole said:

Why is there a big black logo on the bottom!!! thats not full 360...
if you are going to do it 360, do it right.

Jibs said:

This had a creative team on it? No way ...

Techlover said:

Surely this is the epitome of tech for tech's sake?

There's no idea at all.

Nothing happens in the video.

It's just a 360 camera.

I don't think it will troubling any judges.

Nice trip though.

Different for category said:

Most interesting (and relevant) use of 360 so far in Australia. Well done guys.

Al said:

Nice one boys

Ha said:

Big agency fails to understand social motives, creates worlds most boring video at great expense.

Laughable. But not surprising.

Trent said:

Nice use of FB360, I personally liked the reverse footage treatment. It's great for the brand, and the public look like their loving it, seems like a win win. Nice example of modern marketing JWT.

@Jibs - I think we should get back to producing some press ads that nobody will ever see.

Department of Wow said:

Unilever didn't need an ad agency for this - a few planners and a few ECDs to strike the obvious ? Any decent production or content company could have done the same and without 6 months of planning and concept time.

That's the reality here.

VirtuAl said:

There is no concept here. It's a video of people standing around backstage. Maybe I'm not the target market (though I am female and have hair) but this is not immersive or engaging. A perfectly okay piece of 360 footage but not a creative campaign unfortunately.

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