In this pitch for GHD, I wanted to avoid the cliches of hair and beauty advertising and create something that celebrated individuality, rather than the poker-straight-conformity GHD's had become associated with.
A series of short poems was written and recorded, each capturing a different girl's take on beauty, womanhood and individuality.
The attitude of these poems was then boiled down into pithy messages for the Christmas sales drive.
The aim was to capture a young, fresh attitude towards beauty.
Rather than the standard studio model shots, we presented a brave approach to photography, inspired by Instagram imagery and a more relaxed idea of beauty.
Point of sale carried the 'GHD me' theme through with these snappy statements.
The tone of voice was also carried through the website and toolkit for other online sales channels.
Extensions of the idea and tone of voice were created. This one in support of LGBT Pride.
And this example was created to leverage a charity partnership GHD has with Breakthrough Breast Cancer. Sadly we didn't win this pitch.
The item was added to the cart
Share the site
Share the page