Wed, 09 Nov 2016 10:51:09 GMT
Southpaw have revealed Charles Worthington’s first ever brand campaign ‘Hair Histories’.
The company helped Charles Worthington move away from product and tactical campaigns to focus on their first ever brand campaign. Southpaw developed an emotive and personal campaign for the iconic British brand, to build brand equity and reconnect with their consumers.
Challenging the typical product focused campaigns that Charles Worthington and their competitors have run in the past, we have focused on using an emotional hook to connect with women and encourage them to find a product solution to help them love their hair and feel more confident.
“Southpaw were tasked with developing a campaign that feels unique in a crowded market place, whilst building brand sentiment and resonating with Charles Worthington’s brand values. Working with Bespoke Banter, Charles Worthington’s production partner, Southpaw developed a strategy built on the platform of “Love your Hair” and articulated this through a creative story board, depicting women’s memories associated with different hair styles in their life, which Bespoke Banter brought to life.” – Claire Lambell, Senior Account Director, Southpaw
"When great strategy is coupled with a strong and original concept - in this case the relationship between your life and your hair - the results are always surprisingly good.
We wanted to evoke nostalgia, humour and real emotion in these films and the prospect of capturing this is always very exciting. In order to bring the idea to life it was important to create a friendly and safe environment on set that enabled our subjects to talk openly about their lives. We knew that once trust was established, teasing out their personal hair stories would be surprising and fun, hopefully evoking lots of happy memories and some poignant ones too.
Visually we opted for uncluttered compositions in order to maintain authenticity and to encourage a sense of intimacy between viewer and subject. The finished films were received warmly by audiences and we’re delighted to have been part of the journey." Sam Orams, Chief Creative Officer, Bespoke Banter.
“Southpaw demonstrated a true understanding of our brand and the market challenges we face, developing a strong strategic and creative response, which will help us demonstrate our brand point of difference and give us really interesting and creative opportunities moving forward.
The team at Bespoke Banter worked tirelessly and came to the table with some great ideas on how to bring the creative to life with our film. We’re really excited and proud of the end result and already seen a very positive response since launch.” – Katie Barker, Head of Product Development & Marketing, Charles Worthington.
The ‘Hair Histories’ campaign launched at the end of August, supported across all digital channels, as well as social and lifestyle sites. To date, the campaign has received over 1.5m views.view more - Hires, Wins & Business
Genres: PeopleSouthpaw, Wed, 09 Nov 2016 10:51:09 GMT