To launch and publicise Umberto Giannini's new Glam Hair product range and to showcase the products in a completely new way.

To engage key celebrities and media with the brand.

To create online presence to build the Umberto Giannini brand within the digital arena.

Approached Amber Le Bon to front the new range, hosting the first ever high street hair catwalk celebrity and media event and launched online interactive video.

Online interactive video and celebrity event.

Mission secured the talent, created and managed both catwalk show event and the creation of the online interactive video. Proactive and reactive press office support throughout the campaign period and strategic media relations from product placement through to profile interviews and diary coverage.

The campaign received widespread overage in national, regional and online publications such as Daily Mail, Vogue, OK! Skyshowbiz.com and Hello!. The interactive video to date has been viewed over 45,000 times.