NEXT TOP HAIR MODEL
Brand Ambassador Lena Gercke & Global Product Launch Campaigns | Creative Concept & Creative Direction
SYOSS is a hair care brand promising salon-level results. But communication had not been on par with that promise. We took it to the next level, employing the help of the winner of Next Top Model (German edition), Lena Gercke.
TVC · YOUTUBE · INSTAGRAM · FACEBOOK · POS
SYOSS x Lena Gercke
Level Up Campaign
CHALLENGE
SYOSS was one of those golden brands that had the problem of not really having a problem. Sales were okay, customers were loyal. But it also felt like it was going stale, always at risk of stagnation.
CONTEXT
Communication in the hair care market around semi-professional products does many things right, but rarely shows boldness or attitude.
CREATIVE SOLUTION
There are few moments when people feel as great about their hair as when they just walked out of the hair salon. All leading creative campaign assets pushed and captured that emotion, the attitude of walking taller, the feeling of being on top of the world.
We used advanced camera work, surreal transitions and low angles along with a super sleek visual world to bring that concept to life. We also convinced Lena Gercke, winner of Germany’s first season of Next Top Model, to be our brand ambassador.
