Big Picture 2020

Let’s dive into the challenge L’Oréal brought to ESCP students!
About the Big Picture Project

Big Picture is a yearly project and a powerful learning tool where students are projected into the heart of the creative process.
Big Picture is a very special opportunity for our students to work on a creative business brief for L'Oréal. Due to the restrictions caused by COVID-19, the 2020 edition is both inspiring and challenging. Student teams will work hard to produce original one-minute videos and recommendations, which they will present to a prestigious jury of L'Oréal executives. Rarely do students get to learn as much in one week as they do on this project. It presents a truly once-in-a-lifetime experience that opens up new career horizons and pushes their creative and business skills to new heights.

A step further for this 2020 edition

• This 2020 edition is about pedagogical innovation.
• Big Picture 2020 enables students to develop new skills.
• Big Picture 2020 is about preparing students for the "New Normal".
• This 2020 edition emphasises the complementarity of two ESCP MSc programmes, the MSc in Marketing & Creativity and the MSc in Digital Transformation Management & Leadership.

A multi-area challenge

55 students from 23 nationalities have been working remotely from more than 20 locations all over the world.
How many time zones?!

Rarely do students get the opportunity to learn as much in one week

This year, this project goes beyond only switching the traditional Big Picture format to online: it is about the ability for ESCP to entirely reimagine the process and reconfigure how the project can create extra value for the School, its students and L’Oréal.
Big Picture 2020 enables students to develop new skills. How does a team work online? How do you collaborate when your team are in India, China, Canada and Europe? It is also a highly multicultural challenge. The workshop offers opportunities for exchanges between different student profiles, learning to work together on an innovative project and finalising it under the pressure of a tight deadline.
This new online version will prepare students for the "new normal" of what the job market will expect from new recruits in the months and years to come. Students will learn and experiment new teamwork and digital skills thanks to this experience. Agility will be a key competency to activate throughout the week.
In addition, involving MSc in Digital Transformation Management & Leadership students for the first time will allow MSc in Marketing & Creativity students to get new insights from a data-driven approach.

What is the brief?

Help us to imagine the services of tomorrow!

Develop and present your vision for the online experience in 2025 with a particular focus on the role of services within L'Oreal's e-commerce ecosystem.

What is the challenge?

Three questions to address:

• Why is this vision innovative?
• What value does the experience create for the consumer?
• What is the business model behind it?

Jury members feedback

L’Oréal: Vincent Arcin (Global Digital Services Factory Director); Guive Balooch (Global Vice President & CTO New Business Ventures); Luka Brekalo (Global eCommerce Lead); Emma Shuttleworth (Talent Acquisition Director)
Re-Up Agency: Laurent François (Creative Strategist and Founder)
ESCP Business School: Marie Taillard (L’Oréal Professor of Creativity Marketing)

Jury members evaluated projects using five criteria:

Creativity/Innovation, Analysis, Business Sense/Impact, Execution & Presentation, Teamwork.

And the winners are...
1st Prize goes to Team 6.
Winners will get a chance to go to L'Oréal's campus in Paris to meet the digital team and share their findings.

1st Prize: AMI the beauty advisor
Team 6

Congratulations to Bianca Bosatra (Italian); Eliav Cohen (British/Spanish); Louise Dillie (French); Miguel Gaspar (Portuguese/South African); Gabrielle Otto (American/French); and Elena Simoni (Italian).

2nd Prize: Beautyfeel AI
Team 4

Congratulations to Dana Bennani (French); Paul-Oscar Gabay (French); Aidana Kaiyrbekova Aidana, (Kazakh); Drishya Ramesh (Indian); Marie Saugier (French); Zhongzhi Zhang, (Chinese).

3rd Prize: Eugenie
Team 7

Congratulations to Snehajeet Chatterjee (Indian); Anaïs Coulaud (French); Anastasia Grenkova (Russian); Aline Jakubowicz (German); Florian Steinbauer (German); and Michelle Tek (Malaysian).

Congratulations to all nine teams!

This challenge is brought to ESCP students by the L'Oréal Professorship in Creativity Marketing
Placed under the aegis of the ESCP Foundation, this Professorship with L'Oréal strengthens in a complementary way a major school’s scientific expertise and a leading company’s know-how on a crucial business issue, and on topical subjects such as big data and the use of behavioural sciences in innovation and marketing creativity.

Learn more about the L'Oréal Professorship in Creativity Marketing