@kittyraemusic What does living life in FULL COLOUR mean to you? I'm partnering with Schwarzkopf LIVE Colour to turn that inspiration into a song! Follow my journey as I write, record, and produce this new track. Stay tuned! @Schwarzkopf Live Colour #LiveColour #Schwarzkopf #PinkHair #HairTok #HairTransformation #MusicJourney #LiveInFullColour
♬ original sound - Kitty Rae
Celebrating self-expression.
Wavemaker and Schwarzkopf, the Henkel-owned global hair cosmetics brand have teamed up with TikTok to launch 'Schwarzkopf LIVE Colour Sound Studio', a content series celebrating self-expression.
Rolling out across Australia and New Zealand until the end of December, the work embodies Schwarzkopf’s mission that “life is better when it’s lived to its full expression”, encouraging Australians to bring their most authentic selves to every event.
The content series provides a platform for grassroots artists Kitty Rae and Xanu as they each write and produce an original song inspired by confidence and living life in full colour.
Wavemaker has crafted a mix of long-form content and short-form videos, in collaboration with We Know Video, including Trailers, Before & After transformations, and how-to segments. Sound Studio content also extends across Instagram, Facebook and YouTube Shorts and is supported by a robust media plan.
Wavemaker's director content and partnerships Jayden Harris said this campaign highlights the agency's commitment to finding fresh ways to connect with audiences.
"There’s no better way to embody the concept that life is better when lived to its fullest expression than through music, where self-expression is ever-present," he said.
"Partnering with TikTok provides the ideal platform to engage our core audience and connect with their passion for self-expression, and we couldn’t be more thrilled to bring Schwarzkopf LIVE Colour’s vibrant vision to life in such a fun, dynamic way."
Schwarzkopf Colour ANZ brand manager Chalinee Na Pattalung is thrilled about the partnership.
"We’re excited to launch the Schwarzkopf LIVE Colour Sound Studio, a campaign that truly embodies our vision for fearless self-expression," Na Pattalung said
“As one of the first brands to create a long-form content series on TikTok, we’re amplifying the voices of rising artists like Kitty Rae and Xanu, each bringing unique stories of self-expression that inspire us all to live boldly and colourfully every day.
"A huge thank you to Wavemaker, TikTok, We Know Video, and all the creators who have helped bring this journey to life.”
Credits:
Client – Henkel Australia
Brand Manager, Schwarzkopf Colour ANZ: Chalinee Na Pattalung
Assistant Brand Manager, Henkel Hair Portfolio ANZ: Tanya Navin Kohli
Marketing Manager, ANZ: Aurelia Gombert
Media, Content & Partnerships – Wavemaker
Content & Partnership Director: Jayden Harris
Content & Partnership Associate Manager: Daniella Kinda
Content & Partnership Coordinator: Kim Relph
Chief Content & Partnership Officer: Shivani Maharaj
Client Lead: Sophie Stubbert
Client Partner: Susie Si
Performance Associate Director, Wavemaker: Hemanshita Purohit
Performance Associate Manager, Wavemaker: Anjali Ahuja
Partner – TikTok
Client Partner – FMCG, Auto & Beauty: Greg Jones
Client Solutions Manager: Stacia Poulos
Creative Strategist: Gemma Hewson
Head of Brand & Creative Consultancy: Ant Dever
Agency Lead: Victoria Brennan
Production & Operations Lead: Apple Stuart
Head of Global Business Marketing: Denny Handlin
Creative Agency Partner: Nick O’Donnell
Production – We Know Video
EP: Jack Shanahan
Producer: Kezia Suryaputra
Director: Jack Shanahan / Josh Favaloro
Creative: Katie Rae / Luke Brown
Cinematographer: Josh Favaloro
Editor: Luke Brown
Editor/VFX: Aidan Warner
