November 9th, 2016
Jack Morton Worldwide partners with Wella to create content-rich TrendVision 2016
To launch Wella Professionals’ key hair trends for 2017, Wella partnered with global brand experience agency, Jack Morton Worldwide to create an innovative experience for both a live and digital global audience of stylists and media.
TrendVision premieres Wella’s latest hair trends and forms the finale of Wella’s International TrendVision Award (ITVA), celebrating the best colourists and creative talent in the industry. The event took place on the 6th November at Fira, Barcelona.
This year Wella wanted to create an extraordinary TrendVision experience for its digital audience, as well as its live audience. In order to engage the digital audience, the concept was to create a special version of TrendVision that generated content, enabling online viewers to get inside the trends and decode the editorial looks. The digital experience incorporated a bespoke edit of the 2017 trend reveal, which involved use of steadicams on stage and live slo-mo content to create a new level of detail and visual storytelling of the live catwalk show. The digital experience was further extended with access to Wella’s eEducation platform (wella.com/editorial), for which bite-sized pieces of content were created. From short burst animated gifs, through to behind the scenes photography – the content provided a new level of insight into the trends and allowed viewers to decode the editorial looks.
Reiner Sauter, VP, Creative Hair, Wella, said: “This year we felt that by creating two experiences, tailored to the needs of their specific audiences, we could create a new level of detail and insight into editorial hair and Wella’s 2017 trends.”
A pivotal moment in Wella’s communication calendar, the reveal of Wella’s 2017 key trends is a highly anticipated moment in the hair industry, inspiring stylists across the globe and taking industry standards to new levels. TrendVision 2016 saw the unveiling of S/S ‘Ultra-Contouring’, taking the contouring concept from makeup to hair colouring and cutting, and A/W ‘Past-Forward’, taking classic hair looks such as braids, and reinventing with a modern, fashion-forward aesthetic.
Jeavon Smith, Creative Director, Jack Morton Worldwide said: “TrendVision is always a fantastic creative opportunity to do something extraordinary in our partnership with Wella. This year we had the chance to further push the boundaries of how we tell the story of a live catwalk show for multiple audiences. Our concept was to create a digital narrative that took our audience closer to Wella’s craftsmanship and creative vision than ever before.”
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About Jack Morton Worldwide
Jack Morton Worldwide is an award-winning global brand experience agency. We believe brands need extraordinary ideas that create emotional connections, fuel conversations and deliver business results. For more than 75 years, we have brought brands to life through event marketing, promotional marketing, sponsorship marketing, content marketing, digital, social and mobile, and employee engagement. Jack Morton is part of the Interpublic Group of Companies, Inc. (NYSE: IPG). More information is available at www.jackmorton.com or @jackmorton.