It’s beginning to look a lot like Christmas – on every advertising platform! LEAP’s integrated advertising production teams have been as busy as Santa’s elves, working their magic to produce, adapt and deliver a sleighful of fragrance and beauty campaigns.
Cosmetics, perfume and body care products rank number one as the most desired Christmas gift for women in the UK, ranking seventh among UK men. So, it’s no surprise that advertisers want to heavily promote their brands across a wide range of platforms in the run up to the holidays. As long-time production partners to LVMH and Clarins, our account directors were well rehearsed for coordinating resources for the pre-Christmas push.
Dior’s OOH campaign required the production of 99 digital adaptations and eight print deliverables featuring brand ambassadors Natalie Portman for Miss Dior, Charlize Theron for J’adore and Johnny Depp for Sauvage. An exciting addition for Christmas 2022 was the multichannel integration of a new creative starring Anya Taylor-Joy showcasing Dior’s premium fragrances for the holiday season. Our Studio and Production teams took care to produce everything perfectly in line with the media owners’ technical specifications and the brand owner’s creative requirements.
Each of the eighteen different locations running the DOOH campaigns had a specific share of voice and rotation requirements, so it was crucial for our account directors to ensure that everything was delivered and scheduled to go out according to the client’s media plan. For the print OOH campaign, our colour experts criss-crossed the country to complete six press passes which served as quality assurance checks on behalf of the client. This confirmed that everything would look gorgeous for the large-scale, high-impact campaign.
The Dior brand campaigns extended to TV and BVOD, so our account directors worked closely with our Film and Post team to handle workflows for each of the clients’ two durations of four different master creatives. LEAP managed file ingests and quality control, versioning for UK specifications as well as clearance and delivery to our broadcast playout partners.
Another LVMH owned brand, Acqua Di Parma needed a press campaign, so LEAP’s reprographic experts created colour proofs and adaptations featuring the holiday collection of perfumes and home fragrances.
Our integrated production teams also supported three Clarins campaigns, some released as press ads and others as radio spots. Clarins Super Restorative and Extra Firming campaigns featured in various printed publications. For their Radiance Collection Gift Set, Clarins briefed our teams for a radio commercial. This was a new format for the brand to include in their Christmas advertising mix.
Within a tight turnaround time, LEAP’s broadcast admin team obtained RACC clearance for the script and organised our British voice of Clarins to record the commercial with one of our audio production studio partners. A LEAP account director and executive also attended the session with our clients to help things run as smoothly as usual. With everyone happy with the creative production, our broadcast admin team quickly delivered the required files to the stations for playout.
In the busy Christmas season our account directors and integrated production teams delivered plenty of fantastic ads, but perhaps the most valuable gift we were able to deliver to our clients was peace of mind.