Procter & Gamble wanted to create a campaign for their hair-care brand Vidal Sassoon in the Australian market that helped them own the emotional territory of female empowerment. By extrapolating from the desire to control your hair to the gratification that comes from feeling in control of your life, we were able to tap into some extremely fertile and powerful imagery. The result was a campaign that piqued the interest of Procter & Gamble Head Office and Vidal Sassoon himself, who then asked us to create a campaign for the US market.

After researching some integrated campaign concepts for Procter & Gamble brand Clearasil, we discovered that teenagers were extremely cynical about any form of advertising that tried to entertain them while talking to them about a problem as serious and embarrassing as acne. As a result, we focused on demonstrating the clear, unequivocal results of using Clearasil, while, at the same time, parodying a more trivial style of advertising, the kind of ad we chose not to do. This approach made a strong emotional connection with the target and lead to an increase in market-share. After proven success in the Australian market, the campaign was adapted for use in overseas markets.

Despite the hype surrounding the U by Kotex ‘Beaver’ campaign, we discovered that the U by Kotex brand wasn’t tracking as well as expected in the area of ‘protection’. The beaver, although loved by many, was hijacking the message. To rectify this situation, we re-positioned the product as an indispensable part of a girl’s lifestyle, while retaining the cheekiness of the brand.