As reported last week on How-Do, TBWA is undertaking a new campaign for cult hair-styling brand ghd and has now revealed the eye-catching creative work that forms its epicentre.
The ‘dark or pure’ activity has been crafted to push a limited edition run of ghd’s IV stylers that are only available in monochrome black or white high gloss finishes.
Double delight: TBWA and Rankin
A teaser campaign has already been running over the web asking intimate questions to help ghd acolytes determine whether they themselves are devilishly dark or paragons of purity (we won’t tell you how How-Do ranked).
The next stage is outdoor and press executions that run up until the product reveal on 20 May, with further ambient activity planned for major European centres in Spain and Germany.
Acclaimed photographer Rankin has been drafted in to help on this front, snapping models in dark and pure cat suits to humanise the new range and its Ying and Yang-like qualities.
Commenting on the campaign, Sarah Deakin, group marketing director for ghd, said: “The dark or pure theme is deliciously seductive and maintains ghd's cool brand credentials with some edgy questions and visuals.
“We're proud to be taking the brand forward with such a fantastic campaign.”
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