Thu, 10 Dec 2020 16:23:35 GMT
Henkel Beauty Care reacted to today’s situation with everyone being at home – suddenly facing hair colouration on their own, risking to ruin the bathroom, furniture or clothes – by launching the first-ever gel colouration with its got2b brand.
The product benefit? No drips, no drops. Sounds like the title of a hip-hop track, doesn’t it? Exactly what we thought when working on the campaign with TBWA.
Connecting with Gen Z in a way that captures attention through attractive visuals and a reflectively bold sound was the goal of this campaign. Keeping in mind their taste, preferences and personalities, GINGER x MassiveMusic took on the challenge of creating a track that would place the brand within the roots of the target group’s culture.
In essence, a track Gen Z could whip their hair to.
The Berlin branch of MassiveMusic made use of their network and collaborated with a few artists that would deliver exactly what was needed: director Kai Kurve, known for directing groundbreaking (music) videos, Vibekingz, a German collective of hip-hop producers and DJs, and upcoming artist Trippie C, with her multifaceted style characterised by dark 808, provocative lyrics and Spanish elements.
The result is a fun, original and creative song that accompanies the colourful campaign that hints at those early 2000s MTV music videos.
GINGER x MassiveMusic and TBWA also made sure that part of the ‘No Dripping’ song became a TikTok challenge. This way, fans and product aficionados have the opportunity to record themselves doing the dance and become, even more, part of a community that embraces its personality, living by the motto of ‘always be yourself’.
But not only that – there’s also a ‘read-between-the-lines’ message that advertising should not be just advertising in the traditional sense of the word. So we also uploaded Trippie C’s ‘No Dripping’ song to Spotify, highlighting her profile as an artist.
In 2020, the year of blur, perhaps it makes perfect sense to blur the lines in advertising too. After all, that’s how we adapt and find new creative solutions.view more - @Genz
Client: got2b (Henkel Beauty Care)
Creative Agency: TBWA Germany
Director: Kai Kurve
Music Company: GINGER x MassiveMusic
Genres: Music & Sound Design, People
Categories: Hair care, Beauty & HealthMassiveMusic Berlin, Thu, 10 Dec 2020 16:23:35 GMT