Cosmetics marketer Garnier is launching its new Fructis Grow Strong hair care range with an Australian exclusive online film via Publicis Melbourne. Featuring Australian world pro surfer Sally Fitzgibbons and pro BMX rider Kai Sakakibara, the online film captures the brand’s new essence of portraying strength to take life head on – with a race by land and sea.
Fitzgibbons is an Australian professional surfer on the Association of Surfing Professionals World Tour. She was born in Gerroa, NSW Australia, on 19 December 1990. Sakakibara is an Australian male BMX rider, representing his nation at international competitions. He competed in the time trial event at the 2015 UCI BMX World Championships.
Showcasing the best of Australian city and surf culture, Fitzgibbons and Sakakibara race their way through the breaking waves and paved streets of Queensland’s coastline.
This latest Publicis Melbourne spot marks a new direction for the Fructis Brand as it looks to create engaging market relevant content that is both entertaining and brand focused.
The film has been cut as long form content for social media as well as 15 second promo pre-rolls for YouTube. Since its launch last week the new work has accrued more than 570,000 Facebook views and 110,000 YouTube views.
Aurelie DeCremiers – Marketing Director, Consumer Division L’Oréal Australia
Client – Madeleine Curran – Marketing Manager, Garnier, L’Oréal Australia
Client – Josh Croall — Senior Brand Manager, Garnier Hair Care, L’Oréal Australia
General Manager – Georgie Pownall
Creative Director – Ryan Petie
Senior Writer – Adam Ferrie
Senior Art Director – Peter Cvetkovski
Senior Account Director – Emma Salmon
National Head of Broadcast & Content – Vicki Lee
Production Company – Taxi
Director: Justin McMillan
Producer: Mark Bishop
The Post Lounge Melbourne
Editor: Sue Schweikert