Client: Cantu (PDC Brands)
Agency: Show & Tell Creative
Role: Creative Director; Executive Producer
With every beauty brand for multicultural women in the same city at the same time for ESSENCE festival, how does one stand out from the noise?
With the first rooftop pool party the festival weekend has ever had!
My agency was tasked with launching the new Cantu “Refresh” collection for scalp care & hair extensions, but the product benefits weren’t clear for the brand’s core consumers that were most familiar with their products for natural hair.
Strategy: Create a connection between the new collection and the popularity of “protective styling” with hair extensions during the summer season.
Execution: “Curls & Waves” Rooftop Pool Party at Essence Festival in New Orleans with social media campaign and video content.
Creative & Design
To transform the Ace Hotel into a branded experience, we loaded the space with memorable, instagrammable elements including poolside lettering, branded towels and cocktail glasses, and a custom hedge wall for photo opportunities.
PR/Influencers/Social Media
We worked with a local PR team to connect with influencers in town for ESSENCE. The event was so well-shared that staff from other events were drawn to it from official events! Each attendee went home with a branded bag full of Cantu products and information.
We extended the campaign on social media with vacation-themed product photography and influencer tutorials around protective styling.
Credits: The Grant Access (Event Production); Candace Queen (Senior Designer)