2 months ago
TBWA\Chiat\Day NY have launched a fun campaign for new client göt2b, bringing the brands equity to live in a bold new way to celebrate the launch of 10 new products ranging from göt2b Beach Trippin'TM Texturising Finishing Spray to göt2b Volumaniac Bodifying Mousse.
Society can sometimes make people feel like they need to stay in a certain box, fit a certain role, and stick to one specific style. But that goes against everything göt2b believes in. göt2b wants to empower people to break free from expectations and enable them to switch up their looks, so they feel free to be whoever they want to be. With göt2b, people can continuously self-experiment and self-express without limits, unleashing all the different possible you’s that would have otherwise gone unseen.
Born from the insight Gen Z are digital natives, where bold and bright colourways combined with daring designs are key for interrupting incessant scrolling (according to Medium), ‘For Whoever You Want 2b’ aims to break industry conventions, cutting through the noise with a visually arresting, social-first approach to meet Gen Z where they already are and embracing fluidity in every aspect of life.
The concept of this campaign is based on the process we all go through everyday - that moment in our own minds when we debate which style and look to pick for the day.
The campaign seeks to empower people to break free from expectations and encourage them to switch up their looks, consider all possibilities, and feel free to be whoever they want to be.
A surreal, whimsical way of literally conveying the very real process of considering how to do your hair every morning the execution is bold, fun and edgy.
Chief Creative Officer: Chris Beresford-Hill
Creative Director: Rafael Segri, Kiko Mattoso
Senior Art Director: Alyssa Cavanaugh
Senior Copywriter: Athanasia Efthimiu
Associate Copywriter: Lucas Spain
Head of Production: John Doris
Executive Producer: Tina Lam
Senior Integrated Producer: Rick Segal
Director of Business Affairs: Jennifer Bilyk
Senior Integrated Business Affairs Manager: Stephanie Ambroise
Senior Talent Manager: Jewel Chandler
Junior Talent Manager: James Arteaga
Business Leader: Carrie Lipper
Business Director: Juliana Braz, Patrick Lynch
Business Manager: Lily Siff
Associate Account Director: Paul Sulzer
Project Manager: Olivia Scala
Director: MaMa (Matt Spicer + Mark Potoka)
Director of Photography: Damian Acevedo
Partner, Executive Producer: Josh Ferrazzano
Line Producer: Mike Begovich
Production Manager: Whitney Slomski
Editor: Dave Otte
Partner, Executive Producer: Maura Woodard
Producer: Paolo Solarte
Senior Colorist: Tim Masick
Senior Producer: Kevin Breheny
Co-Founder, Mix Engineer: Mike Marinelli
Associate Producer: Nathanael Taylor
Senior Flame Artist: Greg Cutler
Executive Producer: Helena Lee
Producer: Laura Noonan
Head of Marketing, North America: Bridgette Miller
Marketing Director, Hair US: Manuela Emmrich
Brand Manager, Hair Care and Styling: Martha Dzwonkowski
Research Hair Stylist, Beauty Care, North America: Wendy Gutkin
Genres: Comedy, People, Dialogue
Categories: Hair care, Beauty & HealthTBWA\Chiat\Day NY, 2 months ago