TRESemmé follows Tourism Australia and Captain Risky with the use of virtual reality for its latest campaign.
TRESemmé has unveiled a virtual backstage pass to the New York Fashion Week (NYFW) festival, through a digital and social campaign developed and executed by J.Walter Thompson Sydney.
The TresPass 360 campaign provides an immersive 360 video for Facebook, which follows a model as she transforms from street to backstage to catwalk with the help of TRESemmé. It is also being executed via Instagram.
J. Walter Thompson Sydney ECD Simon Langley said the campaign which aims to both leverage TRESemmé’s sponsorship of NYFW, while reinforcing the brand’s message of quality.
“New York Fashion Week is one of the most talked about events on the fashion industry’s calendar but only a small few get to experience it first-hand. We wanted to deliver on TRESemmé’s brand promise by giving both Australians, and people from across the globe, a unique insider access to all the chaos and wonder of NYFW,” he said.
Langley explained that a range of innovative production processes were used to produce the 360 content within a very tight timeframe. He said it was filmed backstage at the BCBG Max Azria show on 11 February, with final content produced within one week.
“The entire campaign was produced amongst the chaos of NYFW. It was a very fast-paced, unstructured environment, with no room for error," Langley says.
The video has been viewed nearly two million times, with comments being predominantly positive:
This year we have seen campaigns reap the benefits of 360 technologies, with Captain Risky and Tourism Australia being two of the first brands to successfully launch virtual reality campaigns in Australia.
