Arnold Worldwide and London-born beauty brand John Frieda have launched a bold new "me&john" global campaign, which kicked off yesterday in London.

The campaign is being launched through a series of TV spots, print ads, activations and installations across the globe—in the US, Canada, the UK, Germany, the Netherlands and Australia. Going back to its roots, the John Frieda Brand is “taking over” London with a number of exciting launches—from a “domination” of Piccadilly Circus with screens and custom video, to the Brit Awards on 2/25, to hitting the silver screen at showings of 50 Shades of Grey, and more.