ghd - Gods gift to Queens
The Christmas campaign for The Royal Dynasty Collection, the new premium hair tool range by ghd, created and produced by Cult, goes global this week.
Working in collaboration with acclaimed director and photographer Charlotte Rutherford, who has worked with Paris Hilton, Rihanna and Zara Larsson, and top stylist, Editor-in-Chief of style publication Wonderland Magazine and Fashion Week frow-favourite, Toni Blaze, Cult has created a showstopping campaign shaped by fashion’s leading global talents.
The ghd Christmas campaign, the biggest in their history, combines video, outdoor, in-store, in-salon, press and influencer drives with additional bespoke content across digital and social media and stars some of London’s hottest models including Hannah Cooper. Cult, one of the world’s fastest-growing independent creative agencies, has a long heritage of creating outstanding advertising for beauty and fashion brands.
“Following the ghd’s ‘Long Live The Queens’ repositioning, Cult was briefed to create a digital-first campaign and ecosystem to raise consumer awareness of ghd’s Holiday collection, Royal Dynasty. Charlotte Rutherford and Toni Blaze are the new establishments of creative icons and together we have created a campaign that celebrates the Queen in all of us.” Cat Turner, CCO and co-founder, Cult.
Cult is a fiercely independent creative agency that believes in embracing the unknown. They are proud to only work with people that are willing to break new ground. Their ideas and insight take some of the world’s biggest beauty, fashion, luxury and wellness brands beyond their comfort zone to drive tangible business value.
Founded in London in 2012 by Bridey Lipscombe and Cat Turner, Cult launched a New York studio in 2018, a global production house in 2019, and now have over 40 staff and an annual turnover of $8m. Cult’s innovative campaigns deliver authority, personality and relevance for their clients, be they legacy brands or start-ups. New business wins in 2019 included ELEMIS, Burberry, ghd, Rodan + Fields, Kopari and Pepsi-Lipton International’s latest plant powered energy drink YULA. Existing clients Sally Hansen, dunhill and Coty also extended the agency’s remit. Cult have worked with icons including Beyoncé, Katy Perry, Vivienne Westwood and Lady Gaga, while also recently being the first agency to develop a social drop-model for Marc Jacobs, which generated a sales uplift of over 250%.
Recently the business’ R&D arm launched Mindscape, a mental health voice app for Amazon Alexa and Google Home, in conjunction with charity Mind. The app received critical acclaim and Mindscape 2.0 will be launched later in 2020.
In the last three months Cult have hired a new Head of Strategy, Charlotte Bunyan, their first Communications Director, Hugo Eyre-Varnier and signed award-winning futurist author Lucie Greene to 2020 to collaborate on Cult:Futures, their new insight and incubation program.