Award-winning Chief Creative Officer, keynote speaker, workshop facilitator & trainer
Herbal Essences, the iconic haircare brand, wanted to establish its natural roots with a new partnership with Kew. The brand has always been known for its unforgettable advertising. But this was our opportunity to transition from the famously cheeky advertising of the 90’s and 00’s to a more grown up reflection of this sassy, empowering and naturally conscious haircare brand.
The botanicals in Herbal Essences bio:renew are proven to transform not just your hair, but your attitude. So we wanted to show how unleashing Mama Nature’s secrets gives you hair you want to flaunt.
The aim was to reintroduce Herbal Essences original natural roots in a cut-through way - without losing the brand’s iconic sense of sass and fun. Bringing back the in-shower moment with a vengeance, but this time updated for our natural-conscious consumer.
The ad centres around the proven power of badass botanicals to transform your hair and your attitude - set to an uplifting botanically based music video. In it our heroine lets loose in a moment of Herbal Essences botanical bliss, in the middle of the Palm House at Kew Gardens, and it leaves her feeling completely revived. This fierce attitude is carried through to the print and social assets, with the fully integrated campaign that is live this summer across the UK and Europe.
The campaign launched in the UK with TV at the beginning of June 2019 and then TV will rolled out in Germany and other European and Asian markets over the summer. It’s the biggest UK-led campaign created for over 5 years, and covers TV, OOH, experiential, digital and social assets. The ad was created by Mr. President, directed by Melody Maker, with post-production from The Mill+.
The experiential pop-up product launch appeared in multiple London locations later in the Summer. Doubling-down on Herbal Essences’ partnership with Kew Royal Botanical gardens, and in line with Kew’s purpose of preservation of plant species for the benefit of wildlife, our experiential OOH was made of removable vouchers made of wildflower paper.
iSimply remove the voucher, use and plant in your garden to grow a selection of wildflowers beneficial to pollinators such as bees and butterflies.
We also created an OOH series featuring key ingredients in kaleidoscopic patterns as a second wave of activity for Herbal Essences.