O & M - Made For Originals
Campaign Date: 2023
Amplify + O&M deliver an immersive masterclass on the art and science of hair colouring...
Challenge
To affirm their position as leaders in haircare, O&M wanted to create a first-of-its-kind hair festival that immersed attendees in a world of education and celebration.
The ambition was to foster brand love and increase desirability to become an O&M brand ambassador through showcasing O&M’s accessibility, edge and connection to renowned industry professionals.
Amplify was tasked with creative development, design and production of the event.
Insight + Strategy
Hair professionals are modern day alchemists, transforming the ordinary into the extraordinary. With skillful hands and creative vision, hair becomes a canvas for self-expression.
Our approach was to bring to life O&M’s art and science philosophy and enable brand ambassadors to express their individuality and originality through personalisation.
Solution
O&M Made for Originals
Held at Carriageworks for one day only, 500 attendees including hair industry professionals and influencers were immersed in the O&M world for an unforgettable day of education and celebration.
To express the theme of the art and science of hair colour, we combined vibrant colours with industrial textures and materials, complementing the aesthetic of the venue and creating an energetic and creative atmosphere.
Kicking off with a 10 minute wellness session led by Movement Specialist Ellice De Giovanni, attendees started the festival feeling grounded, inspired and energised.
Hosted by industry legend Natalie Anne, the event covered a full spectrum of hair education, led by globally recognised ambassadors Jaye Edwards, Amelia Jane, Kirsty Anne, Becc Snow and Kim Haberley. Each ambassador was invited to express their originality by customising their stages, which were placed throughout the venue.
O&M founder Jose Bryce Smith took part in a Q&A session, sharing her story and innovative process, motivating attendees in their own pursuits.
The event culminated with an afterparty led by DJ Lauren Mac, providing a celebratory wrap-up to an unforgettable day of education, made for originals.
Results
- 500 attendees
- 53.5k total views on social
- 75% increase in follower growth on event day
- 350% increase in average story impressions
We're a global creative agency specialising in experience and culture.
We join the dots between people, brands + culture.
Amplify create big ideas, campaigns, experiences and platforms designed to be amplified at every touchpoint and across the entire marketing mix. We think globally but activate locally, have hubs in London, Los Angeles, New York, Paris and Sydney and operate all over the world.
We were founded as a 'home for creative people and clients' on a shared mission to join 'the dots between people, brands and culture'. We know we have two clients, both the brands that give us the killer briefs and the often hard-to-reach audiences they're trying to engage. Through our campaigns, we find cultural spaces where a brand and audience can come together to create conversation, community and culture - building loyalty and long-term relationships.
We ensure brands cut through in this busy, saturated and complicated world by creating simple, moving and effective campaigns that are empathetic, often living across multiple channels.
