Bashful helps ‘highlight’ true colour for Goldwell
Sydney-based creative and strategic agency, Bashful, is set to launch the first ever TVC for salon-only hair brand Goldwell, featuring Australia’s Next Top Model contestants Amanda Warne and Alice Burdeau.
The ‘Salon Only Colour’ campaign positions Goldwell as the trusted in-salon hair colour option for consumers and focuses on the fact that only a professional hair salon can give truly amazing, natural colour.
Louise Chamberlain, marketing director of KPSS Australia (owner ofGoldwell) says: “This is an exciting and innovative campaign clearlycommunicating that good hair colour only happens in salons. We believethe campaign will resonate strongly with our salons, potential salonsand consumers alike.”
The campaign is also a response tocompetitor brands confusing consumers by grouping ‘out of the box’colouring options with professional hair colouring. Goldwell’s broadcolour range is matched by a professional hair colour in salon, asopposed to being simply bought of-the-shelf.
Bashful foundingpartner and director Simon Bookallil says: “The campaign came from aninsight that professional hair salons are forever fixing ‘at home’ haircolouring. As Goldwell is only available in salons, the campaign ideacentres around the fact that only a professional technician, usingGoldwell’s extensive range, can give you a natural looking and lastingcolour.”
Bashful worked with photographer Nicole Bentley toshoot the still campaign and Richard Swan, creative director ofSpinifex, to direct the TVC.
The integrated campaign willfeature on pay TV, and in print, online, through in-salon POS andsupported by social media channels for the next 12 months. The TVC goeslive in May and will run for 12 weeks.
Bashful is a creative andstrategic agency focusing on youth and popular culture marketing,located in Surry Hills. The company’s aim is to be provocateurs ofpopular culture, focusing on the ‘big idea’ and then executing thisthrough specialist partner agencies.
14 Comments
Wow. Astonishingly shit. An ad for hair where the hair looks crap, coupled with a use of Facebook that displays absolutely no understanding of the medium. Awful.
It’s pretty women whipping their hair back and forth. Not exactly groundbreaking.
worst ad of the century.
This is fu*king awful.
“This is an exciting and innovative campaign clearly communicating that good hair colour only happens in salons”
Are you kidding me?
It’s marketing history.
Actually, that’s not true. Back in the 90’s they did a TVC. This one’s no improvement. Crap.
…And another thing. WTF is innovative about it? The only thing it clearly communicates is that someone knows nothing about ‘communication’.
Sorry, that was 2 things.
But it is cheap and cheerful
the founder should explain to us how they justified shooting this to the client? now that would be interesting
the fact that it’s only available in salons in not an idea btw…
stop being bashful people
I whip my hair back and forth. In slowmo.
Wow – someone’s drinking some serious haterade