DigitasLBi has just released 'A Girl's Got to be Free,' a new digital spot for John Frieda's Frizz Ease Hair Care products.
Set at night in New York, the 60-second video features a team of rogue women dressed in black who make their way to Ellis Island. Once there, the crew pulls out harnesses, climbing gear and other equipment and makes their way up the Statue of Liberty. Upon reaching the top, they free Lady Liberty of the bun that has been constricting her for over a century and let her hair down.
'We wanted to create an unexpected online experience that captures the simple, universal truth that when women pull their hair back in resignation to frizz, they pull themselves back. Frizz Ease Hair Care gives her an alternative to this daily struggle and empowers her to step out and conquer each day with confidence. ' explains Melissa Pruessing, VP/Group Account Director at DigitasLBi Chicago.
'A Girl's Got to be Free' is part of DigitasLBi's new 'Never Pull Back' campaign, which features a new website, as well as 'digital paid, owned and earned media' executed by 3X. Kao's USA's media agency Spark, meanwhile, handled media planning and buying for the campaign. Stick around for credits after the jump.
Campaign Credits:
Client/Ad or Campaign: Kao/John Frieda Frizz Ease 'Never Pull Back' Agency: DigitasLBi SVP/Group Creative Director:Laura Keeler Art Director:Michaelia Kelley Associate Creative Directors/Copywriters:Alana Beseau, Emily Zaborniak Creative Development:Robyn Tennenbaum and Kira Bigwood
Executive Producers: Jason Way Group Account Director:Melissa Pruessing Creative Strategy:Stephanie Kelly Account Manager:Chelsey Lindstrom Production Company: Click 3x Director:Wyatt Neuman Director of Photography:David Vollrath Executive producer:Megan Kelly (Click 3x) Line Producer:Andy Coverdale Editing House: Click 3x Producer:Chris Kiser Production Company: Click 3X
Director: Wyatt Neumann Director of Photography:David Vollrath Executive Producer:Megan Kelly Head of Production:Jeff Gilfillan Line Producer:Andy Coverdale Post Production/VFX: Click 3X + Whiskytree
Click 3X Managing Director:Jason Mayo Executive Producer:Chris Kiser Producer:Jody Peters Editor:Mark Robin Colorist:Milan Boncich VFX Supervisor/Flame Artist:Mario Caserta Sound Design/Mix: Heard City Whiskytree Executive Producer:Jonathan Harb Producer:Sumriti Bhogal Keller Technical Director:Steven Caron Assistant Technical Director:Brian Meanley Assistant Technical Director:Tuan Ho Tools Developer:Paul Hudson Digital Matte Painter:JP Monroy Production Coordinator:Jennie Elliott
Kao, USA, Inc. Credits:
Vice President, US Brand Marketing: Karen Frank
Senior Director, John Frieda Marketing: PJ Katien
Brand Manager, Frizz-Ease: Ben Pinsky
Assistant Brand Manager, Frizz-Ease: Leah Harris
RELATED:
Tags: Alana Beseau, Andy Coverdale, Ben Pinsky, Brian Meanley, Chelsey Lindstrom, Chris Kiser, David Vollrath, Emily Zaborniak, Jason Mayo, Jason Way, Jeff Gilfillan, Jennie Elliott, Jody Peters, Jonathan Harb, JP Monroy, Karen Frank, Kira Bigwood, Laura Keeler, Leah Harris, Mario Caserta, Mark Robin, Megan Kelly, Melissa Pruessing, Michaelia Kelley, Milan Boncich, Paul Hudson, PJ Katien, Robyn Tennenbaum, Stephanie Kelly, Steven Caron, Sumriti Bhogal Keller, Tuan Ho, Wyatt Neuman, Wyatt Neumann
0 Comment "DigitasLBi Lets Lady Liberty's Hair Down for John Frieda"
Posting Komentar