A social content and activation campaign during London Fashion Week for Toni & Guy. Social. Film. Content
#ProjectDeClone
After launching the Project De"Clone above-the-line campaign, we used engaging content on social media to further promote it. To do this, we enlisted the help of content creator Phoebe and model Brogan to lead a series of challenges. They browsed the latest trends from London Fashion Week (LFW), including #braids, #shipwreck, #ballet, and #80s, and used Toni & Guy products to create unique hairstyles.
To ensure a quick and reactive social media presence, we became an in-house production team and shot and edited over one video per day. These videos showcased the valuable partnership between Toni & Guy and LFW while inspiring the community to embrace the De"Clone project from head to toe.
#Challenge1- Phoebe takes inspiration from people attending the show.
#Challenge2 - Phoebie takes inspiration from latest tweets @LFW
#Challenge3 Phoebie gets inspired by Ashley Williams’ show.
“We worked with acclaimed designers Roksanda Illinic, Vivienne Westwood and Ashley Williams. ”
We also interviewed Ashley Williams and Roksanda on their partnership with Toni & Guy in designing the latest packaging. We asked Ashley and Roksand London, the colours and the design of the new pack.
#Challenge4 - Some fashions insights at Roksanda Illinic’s show #ballet #movement #light
#Challenge4 Searching the ultimate hairstyle look with Ashley Williams and model Brogan from anti-agency.
Brogan final look for #ProjectDeClone
Agency: M&CSaatchi - Director: Tobias Ross Southall - Role: Lead Creative Team, Concept and Art Direction