Discover the Swiss Secrets - Brand video
To sustain the increasing growth in UK market share of the St Ives skincare range, Alberto Culver asked DVA to use existing footage from advertising campaigns to create a new brand video, emphasising the fresh and invigorating tone of the product range.
The video was to be used at an internal conference with the aim of revealing the new logo and brand proposition, as well as serving as a reminder of the brand for the UK trade.
DVA had held a library of tapes for Alberto Culver to make standards conversion for distribution to their global locations quicker and easier. This now meant Alberto Culver could take full advantage of the facilities and experience at DVA to use these assets to create a brand video to be used at their internal sales conference in Geneva, Switzerland.
After a couple of initial meetings, a joint creative brainstorming session was held to create a list of 40 words mostly closely associated with the St Ives brand image and mood, this enabled the director to select images from the existing footage, which most closely resembled this mood, emphasising the key descriptions of natural, powerful and proven. The existing footage was supplemented with some additional filming, and the list of key words was narrowed down to the ten words, which most closely identified the brand, to be used a floating text images during the film.
DVA suggested that the finished ‘mood reel’ for the St Ives brand should be encoded to DVD to give justice to the essential images of the brand through picture and sound clarity. This was one suggestion given to maximise the benefit of the sales conference, which DVA then managed for Alberto Culver. A two-man crew was sent out to Switzerland, with all the AV equipment to ensure the event ran smoothly and was a great success.
Download this case study as a PDF
Media