We are a strategic creative agency that uses the science of emotion to build brands. We blend neuro-behavioural sciences together with emotion-led creativity to create exceptional work that moves people, and revenue generating IP for our clients.
My Tattoo. My Story. How we helped ghd empower women through emotion-led comms
Our goal was to raise $1m for breast cancer charities by supporting ghd’s limited edition Pink styler campaign.
The brief was to present a creatively powerful, highly emotive, women-empowering and influential multi-channel idea. ghd wanted to go back to its roots with more emotive storytelling comms, rather than product led.
We understood that tattoos and body art were a growing trend with our target audience. We also knew that women suffering with cancer wanted to take back control. So we looked into combining these ideas and discovered David Allen, a tattoo artist who covers the scars left by mastectomies with beautiful tattoos. We wanted to help women who have suffered breast cancer to take back control of their bodies.
We called these women our warrior queens and wanted to portray women who would normally be considered victims as strong. Creating empathy and admiration through stories of resilience and strength. The idea tapped into a surging global creative trend amongst our audience.
This was our chance to help women by portraying their strength and empowerment – these beautiful scars, now emblems of control and pride.
Our campaign features David and Grace, one of his clients, who through a mixture of film, digital, press and OOH, brought their stories to life in an incredibly real and emotional way.
The campaign featured in news outlets across the world, and the successful results speak for themselves.
- +44% Brand Engagement
- 431m Global Reach
- +93% Brand Awareness
- +217% Video Views
- $700,000 Money Raised Halfway
“So many people know someone who has been affected by breast cancer and know how much it impacts on women’s lives. Among many other aspects, it also affects the perceptions of femininity, particularly around hair loss and mastectomy. With Southpaw, we created a project that draws awareness on the cause and how David Allen’s tattoos can make some women feel empowered and in control of their bodies again. We feel honoured that Grace, Molly and David have shared their stories with us and we can share them across the world.”