michela nicchiotti
Creative, Art Director, Advertising
Gif2.gif

#ProjectDeClone@LFW

A social activation campaign for Toni & Guy Products during London Fashion Week. Social. Film. Content

#ProjectDeClone

London Fashion Week is the place to go to fully DeClone your style, from head to toe.

After launching launching the campaign, we activated #ProjectDeClone on social with a series of challenges led by influencer Phoebie and model Brogan. After browsing around for some inspiration on LFW latest trends. #braids #shipwreck #ballet #80s, Phoebie and Brogan created a unique hairstyle using Toni & Guy products. We turned into an in-house production team, shooting and editing more than a video a day, for a quick and reactive social media activity.

#Challenge1- Phoebie takes inspiration from people attending the show.

#Challenge2 - Phoebie takes inspiration from latest tweets @LFW

#Challenge3 Phoebie gets inspired by Ashley Williams’ show.

Gif2.gif
We worked with acclaimed designers Roksanda Illinic, Vivienne Westwood and Ashley Williams.
Screen Shot 2018-10-25 at 17.13.29.png
Images.gif

We also interviewed Ashley Williams and Roksanda on their partnership with Toni & Guy on designing the latest packagings. We asked Ashley and Roksand London, colours and the design of the new pack.

TG.gif

#Challenge4 - Some fashions insights at Roksanda Illinic’s show #ballet #movement #light

#Challenge4 Searching the ultimate hairstyle look with Ashley Williams and model Brogan from anti-agency.

Brogan final look for #ProjectDeClone

12744367_1215163135177818_1681897040487129660_n.jpg
Screen Shot 2018-11-13 at 13.27.30.png
Tony_and_Guy_Roksanda_Ilincic26276.jpg

Agency: M&CSaatchi - Director: Tobias Ross Southall - Role: Lead Creative Team, Concept and Art Direction