OXO tower gets a Frizz Ease makeover from Sense
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The OXO Tower one of London’s most iconic landmarks, was transformed last week by a stunning 3D projection featuring celebrity, Millie Mackintosh; who became a princess for the night, styled as the fairytale character Rapunzel, freeing her famously smooth locks from the top of the tower.
The campaign was devised and executed by experiential agency Sense to mark the launch of the John Frieda Frizz Ease Forever Smooth Anti Frizz Primer.
“Frizz Ease Forever Smooth is a revolutionary game-changer in the haircare industry, so we knew there would be no better way to launch it than by taming the most famous hair around,” explained Adam Curry, creative Director at Sense.
“The Rapunzel story is a perfect match for the message, and illustrating the concept using 3D mapping technology on such an iconic tower delivers the ‘spectacle’ that the brand demanded.”
John Frieda’s Louise Yankovic-Jenkins was delighted with the results, saying: “Our brief to Sense was to create an experientially spectacular yet premium PR piece and their first response was exactly what we were looking for. The biggest challenge was to turn it around in four weeks; we knew it was a big idea, but they convinced us it could be done and the execution has been flawless. This was the first time we have worked with Sense and we are looking forward to creating more exciting campaigns with them in the coming months.”
Watch the campaign’s fairytale ending, using the link below: https://www.youtube.com/watch?v=UdhwJ6BdGwA
