In a new multimedia campaign, the UK’s No.1 hair care brand, L’Oréal Paris Elvive, explores and celebrates our complicated, emotional relationship with our hair.
Our relationship with our hair can, at times, be difficult. How it looks, feels, smells and moves on any given day impacts our mood, our confidence and sometimes our entire outlook on life. Even if it’s not on show, our hair pulls all the strings.
L’Oréal Paris is teaming up with a group of British ambassadors and influencers including Cheryl, Neelam Gill, Alexina Graham, Dougie Poynter, Nadine Baggott, and Lydia Millen, to celebrate and explore their unique, sometimes complex, but ultimately fascinating relationship they have with their hair.
The campaign, photographed and directed by Rankin, showcases the ambassadors’ broad range of hair types and the often-complicated feelings they have towards it.
The campaign, created by McCann London, breaks mid-January 2018 across social, OOH, TV, print, and the newly revamped, iconic Piccadilly Circus site.
Rob Brown, Executive Creative Director at McCann London, said: “The highs and lows associated with your hair is an untapped, rich subject, which felt appropriate for the UK’s No.1 hair care brand to own and celebrate.”
“L’Oréal Paris UK are both proud and excited to be launching such a unique and disruptive campaign for the haircare market, a category which in previous years has been perceived as the cliché of beauty advertising. At L’Oréal Paris we want to create campaigns that deeply connect with our consumers through spokespeople that inject sincerity, emotion and personality.” Adrien Koskas, L’Oréal Paris UK General Manager.
Client – L’Oréal Paris
General Manager, CPD – Adrien Koskas
Brand Business Director – Ben Beharrell
Brand Business Manager – James Satterthwaite
Product Brand Manager – Tara Baird
Senior Social Brand Manager – Helena Osborne
Creative Agency – McCann London
Executive Creative Director – Rob Brown
Executive Vice President – Lisa Conway
Managing Partner – Alison Webber
Creative Director – Regan Warner
Creative Director – Kate Pozzi
Account Director – Leyla Tezcan
Account Manager – Emma Reitman
Account Executive – Joely Buxton-Smith
Project Director – Louise Hawthornthwaite
Planning Partner – David Frymann
Planner – Emily Ellis
Copywriter – Steph Dunk
Design Director – Andy Tannock
Designer – Beth Moss
Production Company – Rankin
Director & Photographer – Rankin
Global Executive Producer – Nicola Kenney
Producer – Julia Fetterman
Production Manager – Eleri Evans
Production Assistant – Suzi Simms
DOP – Arnaud Stefani
Post-production Company – Williams Lea Tag