ghd is launching a multi-platform campaign for to re-ignite its reputation as one of the UK’s most coveted and innovative hair and beauty brands.
‘Fairytales’, the first campaign created for ghd by RKCR/Y&R since winning the account in July, features a modern day ‘Rapunzel’, ‘Red Riding Hood’ and ‘Cinderella’ – all characters from well known fairytales who have been given darker, more evolved and empowering personalities.
In these revamped versions of fairytales, the heroines are empowered with a new inspired confidence, all thanks to their newly acquired ghds.
Rather than settling for the first Prince that comes their way, they would rather ride off into the sunset in search of their own excitement.
Launching on Channel 4, the campaign will then roll out across TV, press, web, online homepage takeovers and VOD.
“We’re really excited about the launch of our new campaign. The whole ad builds to the end line ‘You Can Do Anything With Your Hair’ which encapsulates the key benefit of the brand: ghd gives women the confidence to play by their own rules,” said global marketing communications director for ghd, Sarah Lambley.
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