Who: Haircare model Hask, with Good&Ready for technique and artistic, Rodeo Productions for manufacturing, Married to Giants, Wingman, Alter Ego and Pirate Audio for put up, with All Media Boutique for media. Good&Ready received the project following what it describes as an “casual” evaluate.
What:“Be Kind to Your Hair,” a brand new multi-market marketing campaign at present operating within the U.S., Canada, Australia and Great Britain.
When & Where: It’s utilizing on-line video in 30-, 15- and eight-second codecs, complemented by out-of-house, social and print adverts—together with a double-web page unfold in Allure journal.
Why: Hask says it has constructed one thing of a repute amongst movie star stylists because the go-to model for repairing hair. According to the Hask web site, its merchandise have been used on the set of flicks/exhibits together with A Star is Born, Grey’s Anatomy and Crazy Rich Asians. This marketing campaign exhibits the toll that every day haircare routines can tackle hair, whereas presenting Hask as an answer that’s accessible to everybody.
How: Over an unique tune created by Pirate entitled “Treat Me Right,” the 30-second anchor spot options simply a few of the hardship that hair should endure each day—not solely from grooming, but additionally actions like sleeping, cooking, pulling on a sweater, and many others. “Hair works onerous,” says the voiceover. “Be sort to it.”
The accompanying static adverts use contrasting phrases like “Cruel/Kind” and “Vice/Nice” to point out how Hask may help undo a few of the harm finished by on a regular basis hair care. “Shampoo adverts conventionally present nice-wanting hair, however skip over the true life issues that harm hair,” stated Good&Ready co-founder and artistic associate Alan Madill. “The ladies we try to succeed in usually are not striving to look runway-prepared. For them, wholesome hair is nice hair.”
And we quote: “It’s all the time a nice shock for actors and actresses (who can clearly afford any haircare to their liking), to seek out out that the product their stylist is utilizing might be bought at any drugstore.” —Samantha Georgakopoulos, senior advertising and marketing supervisor, Inspired Beauty Brands (Hask dad or mum)