The first L’Oréal Paris ad to include non L’Oréal Paris ambassadors premiered during the Dancing on Ice final on ITV on Sunday. The ad for Casting Crème Gloss features three competition winners alongside Cheryl Cole and is now being aired on national television with a supporting YouTube channel.
The competition to find a redhead, a blonde, and a brunette was launched on October 31st with press ads and a TV ad featuring Cheryl Cole in which fans were encouraged to 'Cast Yourself' by visiting the L’Oréal Paris Facebook page. An app created by McCann London's creative technology unit allowed the 1490 applicants to upload their photo and complete the sentence “I love Casting Crème Gloss because...” before the voting began. These fan-generated responses have been used in the final campaign.
The Facebook app was downloaded over 21,414 times and over 15,547 people voted for their favourite L’Oréal Paris girl in the first week alone. The votes were collated and the girls who made the shortlist (150 in total, 50 of each hair colour) were invited to L'Oréal Paris UK Head Office for a casting day, where their hair and make-up was done by L’Oréal Paris professionals. Over three casting days the girls were whittled down to a final list of 15 and the three competition winners were selected by Cheryl Cole herself.
Three 30-second ads showcasing winners Kellie-Ann, Robyn and Sarah and their stories can be found online at http://www.youtube.com/LOrealParisUK
along with auditions from other girls, behind the scenes documentaries and the completed TV ad in full. The campaign leading up to the release of this ad has already led to 34,599 new Facebook page 'likes'.
Creative Director: Rob Brown
Art Director: Liz Gilmore and Rob Brown
Copywriter: Rob Brown and Trusha Naidoo
Account Director: Natalie Stamoulatos
Agency Producer: Carrie Moores
Director/ Production Co: Dawn Shadforth/RSA
Producer: Cindy Burnay
Editor: Nick Allix, The Whitehouse
Post Production: Smoke / Framestore, Paul O'Brien
Sound Design: Jethro East and Aidan O'Brien, Cord
Typographer: Deren Mahmut
DoP: Olivier Cocaul
Media planning/buying: Zenith Optimedia