The Challange
Get close to the professional hair community through the competition and to showcase Wella products and services through the whole event – physically, digitally, socially and in trade marketing.
The Approach
As one of the most prestigious awards in the hairdressing industry, the pressure was on for the event itself to be similarly cutting-edge and creative. We took on the content creation, production and creative design of the event. Our goal was to deliver a truly hybrid awards ceremony, one that retained traditional aspects everybody loves but with a new exciting digital dimension added. We did this by keeping the classic elements of the iconic ceremony’s in-person glitz and glamour, and adding a simultaneous specially curated livestream that would do Hollywood proud. The number of people involved was huge: over 150 crew, over 100 artists, stylists, models, makeup artists & wardrobe designers for the collection showcases and 90 models with 180 stylists and assistants for the TVA competition.
The live element of the show was hosted by Fearne Cotton and hairdressing icon, Patrick Cameron, who introduced exclusive collection launches from big brands such as GHD, Robert Eaton, D&J Ambrose and HOB Salons, as well as special guests and a catwalk show. Digital guests not only enjoyed this, but also, during an hour-long broadcast hosted by Radio X presenter Elsbeth Pierce, they enjoyed exclusive backstage footage and interviews with stars of the hairdressing world.
The Result
A sell out physical event and 100% uplift achieved for the digital event. Both in-person and online guests were treated to a night to remember, with exclusive features and new components such as the catwalk show. The concentration of big names and faces drew new crowds and the event’s hybrid platform gave the awards more visibility.