| Title | Rapunzel |
| Agency |
Y&R London
|
| Campaign |
Fairytales - ghd
|
| Advertiser |
ghd
|
| Brand |
ghd
|
| Date of First Broadcast/Publication |
2009 / 11
|
| Business Sector | Hair Care Products
|
| Tagline | You can do anything with your hair |
| Story | The camapign features "twisted fairytales", where Rapunzel, Red Riding Hood and Cinderella are all given a darker, more modern re-telling. |
| Philosophy | In our version of the fairytales, the heroines are empowered with a new confidence which they've acquired thanks to their ghds. |
| Problem | ghd literally changed hair care when they launched in 2000, and have become one of the UK's most coveted hair and beauty brands. The challange was how to maintain ghd's market leader status in the face of aggressive competition and a "maturing market", whilst maintaining the brand's desirability. |
| Media Type |
Television
|
| Market | United Kingdom |
| Post Production |
Prime Focus
|
| Audio Post Production |
Wave Studios
|
| Creative Director |
Damon Collins
|
| Copywriter |
Adrian Lim
|
| Art Director |
Steve Williams
|
| Account Planner |
Emily James
|
| Account Director |
Annabel Evans
|
| Account Manager |
Katey-Ellen Price
|
| Agency Producer |
Francis Castelli
|
| Production Company |
HSI
|
| Director |
Eric Hillenburg
|
| Editor |
Russell Icke
|
| Producer |
Nicola Doring
|