Campaign will be supported with social media activity as well as outdoor and online ads
Batiste has launched a new cinema, VOD, online and OOH campaign introducing its new 2in1 Invisible Dry Shampoo & Conditioner.
The ads are the latest in the brand’s “Yes You Can” brand campaign, created by BMB, encouraging women to grab life by the hair and style with confidence.
The new 2in1 product not only refreshes hair like a normal dry shampoo, but conditions it so that it’s silky smooth and touchably soft. To illustrate this the campaign shows people getting emotionally and physically closer than ever, thanks to their fresh, fragrant and conditioned hair.
The advert features a diverse range of hair types demonstrating how the new 2in1 product works beautifully on any hair, as well as being particularly effective on the dry, damaged or textured hair that most other dry shampoos don’t cater to, while fitting effortlessly into all of these women’s different lifestyles.
Along with the ad, the campaign will feature three ‘how to’ videos that will live online and on Batiste’s social channels, showing viewers how to style their hair using the Invisible Dry Shampoo & Conditioner.
The campaign, which will launch in cinemas on Friday, February 10th, will be supported with social media activity as well as outdoor and online ads.
The ad was shot by up and coming director, Amy Watson, who has a background in fashion, most recently shooting a campaign for Missguided.
Holly Dove, Senior Brand Manager, Batiste, said: “We are thrilled to bits with our revolutionary new 2in1 product and can’t wait to tell the world about it. This campaign beautifully captures the product benefits and creates a stylish dead-on-trend world that our social and fashion-obsessed audience will love.”
Jay Pond-Jones, Creative Director at BMB, said: “Modern life waits for no woman to stay in and wash her hair. Batiste 2in1 Dry Shampoo & Conditioner gives women gorgeously soft hair in an instant. We wanted to create an empowering campaign that spoke directly to our target audience in a fun, fresh and relevant way.”
Catharine Griffiths/Izzy Toft/Jade Evans
Head of Art:
Music and Sound
Tony Rapaccioli @ Wave
Post Production / VFX
Post Production House:
Amy Watson/Studio 60 Billion