Petal KV PPM Booklet

PETAL KV SHOOT

PPM BOOKLET – September 15, 2010

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ATTENDEES

P&G Cemal Ozturk : ABM

Camille Ricard : ABM

Witek Solowiow : AIPM

PH – Forward International Fernando Milani : Photographer

Pavel Simbartl : Executive Producer

Tomas Nekvasil : Line Producer

LB Betty Francis : Creative Director

Yasmina Baz : Associate Creative Director

Pascale Succar : Producer

Nabil Sargi : Communication Director

Wassim Badr : Communication Executive

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SCOPE OF PROJECT

• The brand is Shamtu, a mid-tier shampoo brand in Russia. Its equivalents in CEETISA are Blendax in Turkey and W&G in the Balkans.

• We will be shooting five photos in total:

1. One main visual featuring the male and female talents. This visual will be used for large, in-store support material.

2. Two secondary visuals featuring the woman alone. These visuals will be used for magazine/print support.

3. One visual featuring a wedding bouquet.

4. One visual featuring the bottle, surrounded with

rose petals.

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APPROVED KVs

Primary KV

Secondary KVs

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Bouquet KV

Bottle KV

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KEY AREAS OF IMPORTANCE

• Dramatic hair benefit visualization: unmistakably smooth hair

• Romantic, in-love connection between the couple brought to life by their facial expressions and body language

• For the third visual: She should come across as a confident and assertive woman, driving her quality of a smart shopper

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REFERENCE FOR CHARACTER INTERACTION IN PRIMARY VISUAL

Disclaimer: The above reference is only for the couple’s interaction and NOT for the hair as this visual utilizes extensions and retouching.

HEADLINES Primary Headline: Unmistakably smooth hair

Secondary Headline: As thick as leading shampoos

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APPROVED CAST Chiara Sorru

Gavin Dunne

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PACKS Chamomile Variant

Shamtu Blendax Wash & Go

(Blue bottle / Different Label)

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ALIGNED CPS

Petal CPS    

Date Deliverable Monday, September 13, 2010 Tuesday, September 14, 2010

Wednesday, September 15, 2010 Pre PPM Thursday, September 16, 2010 PPM

Friday, September 17, 2010 Preparation - Chiara Saturday, September 18, 2010 Shoot Chiara+ preparation Gavin Sunday, September 19, 2010 Shoot Chiara & Gavin

Monday, September 20, 2010 Selections of Photos/Alignment on

Final Photo

Tuesday, September 21, 2010 Retouching

Wednesday, September 22, 2010 Retouching

Thursday, September 23, 2010 Retouching

Friday, September 24, 2010 First KV Submission + Feedback

Saturday, September 25, 2010

Sunday, September 26, 2010

Monday, September 27, 2010 Retouching

Tuesday, September 28, 2010 Retouching

Wednesday, September 29, 2010 Final KV Submission + Approval

Thursday, September 30, 2010 Launch Artwork

Friday, October 01, 2010 Upload Final KV

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WARDROBE – BRIDE –WEDDING DRESS Option 1 (svatebni saty 4)

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Option 2 (Jesus Peiro)  

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Option 3 (164)  

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Option 4 (165)  

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Option 5 (new_238)  

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WARDROBE – BRIDE – JEWELERY

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WARDROBE – TOP (secondary KV with pack)

brief reference:

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WARDROBE – GROOM - SUIT  

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WARDROBE – GROOM - TIE  

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WARDROBE – GROOM - BLINDFOLD  

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RINGS  

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PROPS - BOUQUET  

Agreed that the blue flowers should be more spread in the bouquet and not all ‘bunched together’.

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PROPS - PETALS

artificial

real natural