Creative Director, Copy
Creative Director, Copy
That time when your best gay friend gave it to you straight - your life’s a mess and so is your hair. Honey, you need Hairapy! That simple truth inspired this award-winning, best-in-class integrated campaign for Sunsilk hair care. We put the brand into the social conversation of 25 year-old “Katies” facing quarter life crises, positioning Sunsilk as the solution to her hair-meets-life problems with a personalized brand experience that included digital engagement with “hairapy guy” influencers, experiential bar and health club sampling programs, innovative gift card couponing and more. We even admitted we gave ourselves a makeover when research revealed the global packaging didn’t connect with US consumers.
This campaign was awarded a Silver Reggie and a WPP internal partnership award recognizing cross-agency collaboration and results.
Agency: OgilvyAction Chicago
Role: Pitch Creative Lead, Executive Creative Director
Agency partners: Weber Shandwick, FCB NY