THE BRIEF : Execute the largest brand launch ever for L'Oreal: L'Oreal Advanced Haircare

SOLUTION : Knowing the universal truth that all women want to change something about their hair, we created a campaign that dramatized how the science behind L'Oreal's Advanced Haircare could do more than clean your hair--it could actually change your hair.

The facts speak for themselves:  Five years of research. 8 U.S. patents. 5,000 tests. All to perfect L'Oreal's Innovative formulas with targeted actives that go deeper than any formula ever has.

We launched with TV, print and a social presence on youtube. We even carried the campaign to the Canadian Market the following year.

We continued with 360 take-overs of NYC's Grand Central Station, Chicago's Union Station, as well as L.A.'s The Grove shopping mall.

We also helped created L'Oreal's Hair Genius App which examines hair's specific needs on a micro-level in order to find the perfect Advanced Haircare products for every type of hair. 

RECEPTION : Incredible success with growth to a near 5 share in the first year, with a steady hold ever since.

CREATIVE ACD, Art Director: Theresa Linares
VP, CD Writer: Kathleen VanHoff
DIRECTOR Peggy Sirtoa
PHOTOGRAPHER Kenneth Willardt