ghd Hair Care

This campaign is a spec creative re-design using existing client assets. Originally, the client's campaign had issues that I felt were at odds with the clarity of the campaign strategy. In fact, there were a number of strategies mixed together. For example, a tag line: "A New Religion in Hair Care" used cherub-like characters but made no connection with the campaign. The copy felt convoluted and misdirected to me. As was the overall muddled layout and typographic style a disconnect with the balance of the imagery. The imagery was over-executed and harsh - in my opinion - as well, creating a feeling that worked in opposition to the nature of the brand and product.

I choose to clarify and focus the concept so as to draw attention to the real position strategy by removing disconnected elements and simplifying the overall message. By focusing on the true brand benefit I feel the message is stronger and more on-point in this re-designed campaign.