Creative, Art Director, Advertising
Declone-Thumbnailns.jpg

Project DeClone is Here

De:Clone


A brand and awareness campaign for the launch of Toni & Guy products on the UK’s shelves. Social & YT


Declone-Thumbnailns.jpg
VivienneWestwood.gif
prova.gif
Roksanda.gif
Grunge.gif

Role: Lead Creative DirectorLawrence Blankenbyl for Pretzel Agency: M&C Saatchi Client: Toni & Guy


Toni & Guy: Project De:Clone@LFW

Problem: How do we launch Toni & Guy products in a crowded market?
Opportunity: Tap into the individuality of consumers by showcasing how hair can express unique personalities, especially during fashion-centric events like London Fashion Week.
Solution: We initiated Project De:Clone, focusing on the theme that while everyone wears similar outfits, their hairstyles can reflect their individuality.

Campaign Launch: Kicked off with a vibrant brand film, amplified by engaging social content.
Partnership Leverage: Used our collaboration with London Fashion Week to provide exclusive behind-the-scenes access to shows from Roksanda, Ashley Williams, and Vivienne Westwood's Red Label.
Community Engagement: Inspired the audience with De:Clone hairstyles, emphasizing texture, volume, and creativity, encouraging them to express their unique selves.

Social Media Strategy:
Content Creation: Following the above-the-line campaign, we further promoted it by harnessing the influence of content creator Phoebe and model Brogan who led a series of interactive challenges.
Trend Engagement: They explored the latest LFW trends like #braids, #shipwreck, #ballet, and #80s using Toni & Guy products to unleash unique hairstyles.
Quick Turnaround: Our in-house production team enabled a rapid response, generating and editing over one video per day. This not only showcased the partnership but also encouraged the community to engage with the De:Clone project from head to toe.