JWT Sydney campaign features unique virtual backstage pass
TRESemmé has unveiled a virtual backstage pass to the New York Fashion Week (NYFW) festival, through a unique digital and social campaign developed and executed by J.Walter Thompson Sydney.
The TresPass 360 campaign provides an immersive 360 video for Facebook, which follows a model as she transforms from street to backstage to catwalk with the help of TRESemmé. It is also being executed via Instagram.
J. Walter Thompson Sydney ECD Simon Langley said the campaign aimed to leverage TRESemmé’s sponsorship of NYFW, while reinforcing the professional, expert quality that TRESemmé provides.
“New York Fashion Week is one of the most talked about events on the fashion industry’s calendar but only a small few get to experience it first-hand. We wanted to deliver on TRESemmé ’s brand promise by giving both Australians, and people from across the globe, a unique insider access to all the chaos and wonder of NYFW,” he said.
Langley explained that a range of innovative production processes were used to produce the 360 content within a very tight timeframe. He said it was filmed backstage at the BCBG Max Azria show on Feb 11th, with final content produced within one week.
“The entire campaign was produced among the chaos of NYFW. It was a very fast-paced, unstructured environment, with no room for error. The result is a unique piece of content that was only made possible through the partnership of the amazing TRESemmé team, who were prepared to push the boundaries of digital storytelling.”
J. Walter Thompson’s Group Digital Creative Director Jay Morgan added, “TRES-PASS for TRESemmé is a significant proof point for the work we are striving to create for our clients – an engaging experience using innovative technology delivered to a mass audience all underpinned by a powerful idea. Not just technology for technology’s sake, this is the utilisation of tech to tell brand stories in new ways. In only 72hrs we’re at over 1 million views and the audience are loving it, the comments are overwhelmingly positive.”
J Walter Thompson is the lead creative agency responsible for the digital and social work across the hair care portfolio of Unilever’s brands, including TRESemmé, Sunsilk TONI&GUY & Dove.
The fully social campaign (housed on Instagram and Facebook), which was produced using 360 video production techniques, can be viewed here:
Assistant Brand Manager:Kristal Clements
Brand Manager:Amanda Russo
Director of Marketing:Claire Hooper
Account Manager:Isabelle Udall
Executive Creative Director:Simon Langley
Planner:(Senior) Carly Yanco
Group Account Director:Milly Hall
Group Creative Director:(Digital) Jay Morgan
Creative Agency:J. Walter Thompson Sydney
Creative Team:Steven Hey & Dylan Soopramania
Executive Planning Director:Angela Morris
Music and Sound
Sound Design:Jared Underwood
Sound Production:WE LOVE JAM STUDIOS
Editorial & Online:(VRDP) Brad Murano
Executive Producer:(CEO) Lance Loesberg
Fashion & Beauty
Get a company page
With an LBB company page, you can upload all your press, work, jobs and events at the click of a button, giving your news an audience of over 120,000 users in over 160 countries. You will also be connected with our editorial team, and become part of our global creative community.