Reinventing a world renowned contest while facing an unprecedented crisis.
L’Oréal Professional Benelux
Relationship:
Since 2020
Services:
Support and advice, Project management, Set Design, Video Production, Storytelling, Artistic direction, Scouting, Script and storyboarding, Cast and crews, Lighting, Livestream technology, Digital integration, Editing, Color grading, Sound engineering & designing, Facebook Live.
Project Brief:
L’Oréal Professionel Benelux was looking to bring to life their 66 year old “Style and Colour Trophy” contest as physical events were not allowed to take place. It is the oldest hair styling contest and most mediatised on a worldwide scale. The idea was to bring it Live on social medias, create enthusiasm through communication and participation amongst hairdressers who suffered from the lockdowns for many months.
Starting with the basic elements of narrative storytelling and with the help of Livestream technology, Hugo helped L’Oreal to develop a strong concept that would reach a maximum targeted audience. The event turned out to be live-streamed and broadcasted on TV, resulting in an unprecedented coverage.
OUR APPROACH
After working hand-in-hand with a communication agency to develop the best way to communicate about the event, we hired and monitored professionals from the TV industry and put in place the most high-end livestream technology.
Having a fully implicated approach allowed us to be at the heart of the project and understand its ramifications. We were able to maximize efficiency and creativity in a very, very tight schedule and restraining policies due to the COVID crisis.
WHAT THEY SAID
"I wanted to thank you for your work on this project. We succeeded in creating a true hybrid TV/network show thanks to your involvement and professionalism! Worldwide best practice in digital reinvention that gave maximum visibility to this historic contest. A message that was very much appreciated by the sector and all our clients, and which, moreover, came at the right time before the reopening of the trade shows.
I really enjoyed working with all of you. Motivated, responsive and very professional, you delivered beyond our expectations."
Cathelijne Konijnenbelt - L’Oreal professional brand and event manager