Schwarzkopf came to us looking for a totally fresh and fun approach that would take LIVE to the next level. Their goal was to raise awareness within the Gen-Z/Millennial demographic while giving them the confidence to embrace and express their individuality. They needed a campaign with longevity that creatively expressed the joy of colour.
We wanted to champion an empowered generation that’s proud to do things their way. #GenerationColour is about a shared mindset, not an age bracket, so we cast a variety of relatable and diverse influencers and allowed their individual personalities to shine.
In a first for the brand, we took the action out of the studio to create some natural outdoor shots bursting with energy.
A sense of authenticity that spoke to LIVE’s switched-on audience.
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