A multi-platform campaign for L'Oréal Casting Creme Gloss - a series of black hair colors
About the Project:
Alizarin, AKA Zroob is known for her PINK persona, style and website. So what happens when L'Oréal Paris is in need of a cross-platform online campaign for BLACK hair colors? Naturally, a total make over! Besides giving Zroob a new hair-color, Zroob.com, the pinkest site on the Israeli web, turned black.
For a period of two weeks, the content of Zroob.com focused on the make-over, and in the end - we celebrated with a pink / black party.
McCann Erickson, Israel
Dor Garbash (production, video photography), Grace Lemberger (still photography), Nir Refuah (VP creative)
New, black design for Zroob.com
Pink / Black Party
During the party, we operated a professional branded photo booth, with professional make up and styling.