One Green Bean
The Work
Shock tactics ensured Australian beauty editors understood the importance of Dove’s Heat Defence range to eliminate ‘hair crime’
Australian women knowingly sacrifice the condition of their hair in the name of style, so to launch Dove’s new Heat Defence range we knew we’d have to resort to some serious shock tactics. To position this as extreme ‘hair crime’, we delivered the product launch to the media via a memorable ‘FBI crime scene’ press launch.
Hosted by the ‘Dove Detectives’ at a taped off salon, authentic props included chalk circled ‘victims’ and graphic evidence displays. Attendees were shown shocking, uncensored imagery of damaged hair shafts by ‘forensic experts’ to bring to life the severity of the issue and they were invited to review the evidence over coffee and donuts.
100% attendance from our top 20 beauty editors converted into coverage in every publication targeted, including Vogue, Famous, Who, Shop Till You Drop, CLEO and NW.
Australian women knowingly sacrifice the condition of their hair in the name of style, so to launch Dove’s new Heat Defence range we knew we’d have to resort to some serious shock tactics. To position this as extreme ‘hair crime’, we delivered the product launch to the media via a memorable ‘FBI crime scene’ press launch.
Hosted by the ‘Dove Detectives’ at a taped off salon, authentic props included chalk circled ‘victims’ and graphic evidence displays. Attendees were shown shocking, uncensored imagery of damaged hair shafts by ‘forensic experts’ to bring to life the severity of the issue and they were invited to review the evidence over coffee and donuts.
100% attendance from our top 20 beauty editors converted into coverage in every publication targeted, including Vogue, Famous, Who, Shop Till You Drop, CLEO and NW.
Case Studies
That Pitt went viral
We tore the roof off yet another amazing project for the QVB.
For April Fool's Day we pranked Australia and the rest of the world for IKEA
We love a world first, but we scored a hat trick by bringing eminent snapper David LaChapelle to shoot the public with the Nokia N8 handset
Sydney smokers were forced to visualise the realities of their ’30-a-day’ habit with a headline-grabbing stunt in the CBD
Ben & Jerry travelled from Vermont to launch their legendairy ice-cream down udder
We put a living, breathing vineyard outside Sydney’s historic Customs House
30 speed readers battled it out to be crowned Australia’s fastest reader of Dan Brown’s The Lost Symbol
Commuters flocked to our Urban Farmyard in the QVB
Doing what Australians do best, all for a great cause. We helped Commonwealth Bank break the record for the World's Longest BBQ.
Our mate Shaggy got Sydney’s cool kids drinking and talking about 42BELOW
The Extraordinary Taxi Ride highlighted the unique experiences on offer in WA
The world’s longest outdoor bookcase on Bondi Beach to celebrate BILLY’s 30th birthday
The world’s first ‘vampire catwalk show’ and a Fangtasia after-party ensured we launched the True Blood series 2 DVD with a fang
We gave Australians the chance to 'Like', 'Locate' & 'Love' bikes across the country as part of Australia's biggest bike hunt
Have you experienced the Kleenex Silk Touch Tissue Tree
2012 marks the 50th anniversary of the LEGO® brick in Australia
The Beans serve up an Australian icon.
We commissioned environmental artist, John Dahlsen, to create an art installation from waste collected by Commonwealth Bank staff on Clean Up Australia Day
Gossip Girl’s Chuck Bass got Australia talking about Virgin Mobile
We dropped our jeans all over Australia and New Zealand to get people talking about and wearing Levi’s®
We fooled the nation with the help of the “Imposhtor” for ninemsn
The launch of the Ferrero Rocher Christmas Wrapping Store was a sweet success