BDH\\TBWA unveils first work for haircare giant
BDH\\TBWA has launched its first creative work for client ghd, after its appointment by the haircare specialist earlier this year.
The campaign, which promotes the new ghd IV styler, leads with the line: “Thou shalt convert,” and puts a new slant on the ‘new religion for hair’ concept created during Propaganda’s tenure on the account.
Using photography by Elisabeth Hoff, the campaign portrays “beautiful women with ghd-straightened hair, infatuated by a goddess with ghd curls who is partly supported by the girls, partly suspended gracefully against a dramatic backdrop”.
Press ads, X tracks, outdoor 48, 96, 12 and six-sheets, changing room panels in high street shops and in-salon POS form the basis of the activity, which breaks this week.
Liz Wood, senior marketing executive at ghd, said: “The campaign highlights the versatility of the styler and targets consumers in key regional hotspots, generating unique and engaging coverage.”