göt2b Talking Heads Empower Gen Z to be Who They Want

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TBWA\Chiat\Day NY launched the campaign alongside the latest 10 product range to encourage self experiment and expression
göt2b Talking Heads Empower Gen Z to be Who They Want

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.

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TBWA\Chiat\Day

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



World War 7

Director: MaMa (Matt Spicer + Mark Potoka)

Director of Photography: Damian Acevedo

Partner, Executive Producer: Josh Ferrazzano

Line Producer: Mike Begovich

Production Manager: Whitney Slomski


Cosmo Street Editorial

Editor: Dave Otte

Partner, Executive Producer: Maura Woodard

Producer: Paolo Solarte


Company 3

Senior Colorist: Tim Masick

Senior Producer: Kevin Breheny


Sonic Union

Co-Founder, Mix Engineer: Mike Marinelli

Associate Producer: Nathanael Taylor


Ntropic

Senior Flame Artist: Greg Cutler

Executive Producer: Helena Lee

Producer: Laura Noonan


Henkel

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 & Health

TBWA\Chiat\Day NY, 2 months ago