ghd - "Infinite Style"

Leo Burnett

Leo Burnett London, Royaume-Uni

4267

Marque: ghd
Pays: Royaume-Uni

Annonceur: ghd

Titre	Infinite Style
Agence	Leo Burnett
Campagne	Infinite Style
Annonceur	ghd
Marque	ghd
Date de première diffusion/publication	2017 / 10
Secteur d'activité	Soins capillaires
Philosophie	The executions see one woman with a multitude of hairstyles, seemingly travelling through multiple ‘worlds’ which brings to life the concept that you can style as much as you like with a GHD platinum styler as they damage less that the competition. The campaign contains a hero 30-second film for Video-on-Demand, the website and the ghd YouTube and a 60-second version also for the ghd YouTube and website. To support the hero content, Leo Burnett London has created cut-down versions to be used for banners and Snapchat’s SnapAds format, along with promoted posts on Facebook, Instagram, and Pinterest. It has also produced two print executions, which will form the basis of the Point-of-Sale and in-salon activity.
Problème	The creative challenge was to bring to life the functional message that ghd Platinum causes less hair breakage than the average styler, so users are able to style more, in a way that is relevant & engaging to a millennial audience. The approach to the challenge was to create a campaign inspired by music promos which is different for category, brings to life ghd’s personality and appeals to the target.
Type de média	Film Web
Longueur	60 seconds
Post production	Big Buoy
Directeur de la création	Scott Bradley
Directeur artistique	Liane Dowling
Concepteur / rédacteur	Danielle Melia
Client Services Director	Jo Tauscher
Responsable de budget agence	Ruth Stasiak
Producteur, agence	Jack Robinson
Chef de projet	Hannah Wood
Media planning/buying	ZenithOptimedia EMEA