ghd - "Infinite Style"

Leo Burnett

Leo Burnett London, United Kingdom

4227

Brand: ghd
Country: United Kingdom

Advertiser: ghd

Title	Infinite Style
Agency	Leo Burnett
Campaign	Infinite Style
Advertiser	ghd
Brand	ghd
Date of First Broadcast/Publication	2017 / 10
Business Sector	Hair Care Products
Philosophy	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.
Problem	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.
Media Type	Web Film
Length	60 seconds
Post Production	Big Buoy
Executive Creative Director	Scott Bradley
Art Director	Liane Dowling
Copywriter	Danielle Melia
Client Services Director	Jo Tauscher
Account Manager	Ruth Stasiak
Agency Producer	Jack Robinson
Project Manager	Hannah Wood
Media planning/buying	ZenithOptimedia EMEA