ASIA-PACIFIC – SYDNEY, JUNE 4, 2012: JWT Sydney has revealed a project for the Australian launch of the TONI&GUY haircare range. The project which was initiated in March involved collaborating with some of Australia’s most influential fashion bloggers to create content around the brand’s ‘Hair Meet Wardrobe’ philosophy.
The digitally led project titled ‘Blogged & Bound’ sees 20 prolific fashion bloggers give their interpretation of the Hair Meet Wardrobe style philosophy, which champions self expression and explores the intrinsic link between hair and fashion. Central to the project is abespoke hardcover book titled ‘Blogged & Bound’ and a series of 20 short films made for the web.
Unilever TONI&GUY Marketing Specialist, Candice Fernandez, said: “These consumers are thirsty for fashion and style inspiration, and consider their hair to be a natural extension of their overall look. ‘Blogged and Bound’ takes them on a journey to discover each blogger’s self expressive style and inspiration. The campaign helps to cement TONI&GUY’s title as a hair fashion authority in Australia.”
The campaign focuses on the fusion of hair and wardrobe and the crucial role it plays in supporting individual style. TONI&GUY Hair Meet Wardrobe products were used to style the campaign.
Blogged & Bound profiles each blogger in a four-page spread in a bespoke publication distributed to cafes, salons and fashion boutiques across Australia. Content also appears extensively across blogs and other social channels. A series of accompanying films atwww.youtube.com/
JWT National Creative Director, Digital & Direct Ashadi Hopper said: “Fashion blogging has incredible diversity, so we tailored content to each blogger’s individual audience and style. This content gives TONI&GUY a significant presence across digital and traditional channels and with an authentic voice.”
The project is the first major campaign by JWT Sydney since the agency was appointed to lead the digital creative for TONI&GUY hair care products ahead of its launch in Australia. Notably, the web content was produced entirely in-house using JWT director Jesse McElroy.
