Content creation is one of the world's fastest growing activities. Working with Kanekalon, we created an online creative challenge for young females who aspire to be influencers and online content creators. We developed a strategy around this key thought, and set out some major ambitions together to make this work. Firstly, to attract young people;new users of the hair and support - around the world.
Secondly, to authentically capture the creative, unique energy and spirit of young women. Thirdly , to create an experience that didn’t look, sound and feel like any other competition out there . Building on the strategy, we created an optimistic, energetic, celebration of diversity, community, and the unstoppable momentum of girl power. The result was a unifying campaign concept tagged - ‘Competing as One', that captures the refreshing collective spirit that drives the game, on and off the pitch.
