Johannesburg-based experiential communications agency, VWV, has been appointed to work with leading hair care company, John Paul Mitchell Systems. The agency has been commissioned to produce a corporate video and three 30" commercials, all of which will be shot internationally. The seven destinations selected for the shoots, include: South Africa, China, Italy, the UK, Germany, and the States, with Mexico on the short-list as the sixth and final destination.
The adverts will be shot in such a way that they portray the intimate relationship between hairdresser and client and although products will be visible, the segments will not be heavily branded. Importantly, the adverts will reinforce the diversity of the Paul Mitchell professional product range, which is suitable for all hair textures and types. Co-founder of the organisation, John Paul, will make a screen appearance and bring home the message "We make products for all textures".
