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Letting our hair down to launch a revolution

The Challenge

Support the launch of John Frieda’s revolutionary innovation for 2015, 'Forever Smooth',
and create an ‘experientially spectacular’ stunt driving buzz
for the public, influencers and the trade.

Real World Thinking

Frizz Ease claims to tame the wildest of hair, so we thought it was fitting to invite the public to join the #hairrevolution by taming the wildest hair of all – Rapunzel’s. This big bold statement, in a public space, would get everyone to brush up on John Frieda’s latest offering whilst being distinctive and disruptive.

The Execution

Using 3D projection mapping we turned the OXO Tower into Rapunzel’s tower, complete with our real life own princess at the top – Millie Mackintosh. Up-lit in theatrical pink light, the London landmark told the world about the #hairrevolution and intrigued the public to stop and pay attention.
After the crowd gathered below Rapunzel unleashed her beautifully smooth hair, dramatizing the ‘freedom from frizz forever’ message, and the press, buyers, employees and celebrities were then invited to join her for a cocktail party at the top of the Tower.

The Results
3.6 million+ social media impressions
+21.2% YoY exceeding the target of +5%
+30% Vs prior 4 weeks as a result of the campaign
John Frieda Forever Smooth Rapunzel projection
John Frieda Forever Smooth Rapunzel projection oxo tower millie mackintosh
John Frieda Forever Smooth Rapunzel projection oxo tower pr
John Frieda Forever Smooth Rapunzel projection oxo tower
John Frieda Forever Smooth Rapunzel projection oxo tower
John Frieda Forever Smooth Rapunzel projection oxo tower
John Frieda Forever Smooth Rapunzel projection oxo tower
John Frieda Forever Smooth Rapunzel projection oxo tower

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