In a collaboration between Proctor & Gamble and Live Nation, we were tasked with immersing festival goers in the world of Aussie Hair at V Festival and Creamfields, bringing to life the brand’s life loving personality. Our job was to create added value to the usual sampling activity of brands at large live events.
Working closely with Live Nation and Leo Burnett we contrived to give unsuspecting audiences their very own 3 minute miracle. Looking closely at consumer behaviour in large music festivals we deciphered key moments in the day that people needed a little joy injection.
Our first piece was centred around the festival shower (you know the moment- a line of pre-coffee-hangover sufferers in wellies and pyjamas). Our performers were planted in the queue alongside some Aussie Samplers. As the sachets of 3 Minute Miracle product were handed out our actors began their miracle. Recognising friends in the queue a number of them poured into a shower cubicle together, much to the annoyance of unsuspecting onlookers. After a beat they burst from the showers revealing sequin leotards and a whole lot of joy. They began a choreographed dance, pulling in more actors and buoyed audience members. Then, as quickly as they had erupted, they dissolved back into the crowd, leaving the shower queue bubbling with surprise and delight, excited to get in that shower and see what happened when they used the Aussie shampoo…
Our second piece was centred around the food areas of the festivals. In the afternoon, during a break in the line up, two ‘festival security’ cordoned off an area with hazard tape. With great care they arranged a plinth, bell and sign that read ‘DO NOT RING THE BELL‘. When a brave soul rang the bell our performers, hidden in the crowd, came together in a flash to create a 1960’s Game Show. Replete with Glamorous Assistants, a smooth talking Compare, and pugnacious House Band, audience became contestants in a mind blowing competition to win backstage passes and VIP tickets for the weekend. In between rounds the game went to commercial break with ‘a word from our sponsor’. In a pastiche of the era our Compare gave an amusing voice over as samples were handed out, ensuring the brand was an integral but discreet part of the performance.
Ladies, not sure where to start! From the first meeting, to our working sessions at LN towers, you have continued to reassure me you were going to nail the brief, and oh my… YOU DELIVERED…that magical moment when the bell was rung and an unsuspecting punter got pulled into Aussie chaos! Pure joy.Amy Morrice | Creative Solutions Manager | Marketing Partnerships | LIVE NATION