Best Advertising Online Video

This project comprises a series of 31 videos designed to:

Spotlight the role hair plays in fashion and, more specifically, the role TRESemmé can play in attaining stylish, of-the-moment hair.
Underscore TRESemmé's status as a fashion resource at the heart of the rarefied fashion world by amplifying the brand's role in Mercedes-Benz Fashion Week (MBFW).
Establish TRESemmé as the consumer's coveted "ticket in" to the shows.
Style Setters: Live cast three experts with three distinct points of view to report on the fashion and hairstyles at the shows: fashion blogging sensation Rachel Parcell of Pink Peonies; street style photographer, blogger and model Candice Lake; and TV host and fashion journalist Louise Roe.

The TRESemme' Style Setters: Live! on-the-spot videos included catwalk and crosswalk reports from the three correspondents. Companion how-to videos featuring TRESemme' stylists addressed how to get the hair looks.

The video series included:

1 sizzle teaser
3 talent intros
3 how-tos for talent hair looks
12 on-the-spot reports from MBFW
12 complementary how-tos to getting the looks spotted at MBFW
The time-critical series rolled out on the TRESemmé YouTube channel during MBFW in New York. Videos were conceived, shot and live within a period of weeks; they received nearly 500,000 page views in under a month (as of October 4).

Contributors:

Designers:	Simon Black, Tanya Boonroueng, Manal Huq
Creative Strategy:	Michelle Cardone, Renee Rupcich, Caitlin Coyle
Production Director:	Judy Anekal
Copy:	Kathryn Casey, Kathi Van Zandt, Cristina Cala
Strategic Alliances:	Jillian Nichols, Caryn Turer
Marketing Solutions:	Kelly Cannon, Jackie Cinguina, Lauren Meyers
Technology and Development:	Jamie Watson, Amanda Berkowitz, Azeem Michael
Project Management:	Meghna Mathur, Ryan Stanley
Multimedia Development:	Tanvir Hairder, Matthew Homeijer
Corporate Partnership Director:	Katie Crabtree

CONDE NAST MARKETING SOLUTIONS

Location: USA