TIGI – Bed Head
Concept
To definitively establish the connection between individuality expression and hair, highlighting less traditional personal hair routes under the umbrella of the TIGI campaign ‘This is me’
strategy
As an identity driven piece, we hand-picked influencers with a strong sense of self and unabashed self-expression. The campaign saw a collaboration with 10 designers and illustrators, editorial content and activation of music influencers.
Execution
10 illustrators helped breathe life into a content piece that followed the history of iconic hairstyles and what they stood for.
Real-life people spoke about their personal journey with identity and the physical manifestation of that through hair-changes.
Everyday millennials spoke about the challenges and pay-offs of indulging in multi-sides of their personality, not allowing society to curb them into a single box.
– The campaign saw an a wide range of people talk about their relationship with hair.
– The campaign also saw people talk about the duality that could exist in personal identity, breaking away from the idea of ‘only’ fitting into one mould.
– Social media platforms were also leveraged to add digital legs to the experience.
– The campaign also saw an illustrative-collaboration highlighting the iconic hairstyles through the era’s.
– Helped educate a wider audience in easily palatable formats.