Campaign: Aussie Rules
Role: AD - pitch concepting, print beauty shoot pre-pro, on-site CD through post, visual identity, digital assets
My partner and I pitched the winning campaign to launch a new tagline and product, bringing the Aussie business to the digital side for the first time with a focus on hair care products that let you forget about your hair anxiety and focus on living life instead.
The final campaign featured two print ads, pre-roll content and OLA. I created the new campaign visual identity, both print ads from concept through execution, and ran the photoshoot from pre-pro through post, acting as on-site creative director for the shoot.
The pre-roll video featuring the star of "Shit Girls Say" Graydon Sheppard in a fun take on the strategy of missing out on life with "Shit Girls Say About Hair." The video garnered over 7 million hits on Youtube.
My partner and I developed the following manifesto as the driving force of the campaign:
There's a myth out there that beautiful hair takes a lot of work. It's complicated. It's pricey. It takes forever.
Well guess what? It doesn't, it isn't and it won't.
Forget everything you thought you knew about hair care. Ditch the elaborate routines. Let's take back beautiful hair and make it play by our rules. Aussie rules. With Aussie, you can get aussome hair without the big production, and then do your thing. Laugh. Lounge. Lay out at the beach or take it for a spin. Whatever. Your hair is play by Aussie rules now, and it's gonna look, and feel, aussome.