The Hairy Pill required a creative strategy to position them into a strengthened brand perception in the Australian hair loss category. A multi-phase creative strategy was developed to help them and to help their customers 'grow life confidence'.
The go-to market expression 'Grow On' used personas to talk to their own life confidence in a satirical way. One that is connected with the ease of the product and the straightforward nature in which it could be used. Instead of showing hair loss, we showed 'hair growth' to speak to how Australians could grow on with the Hairy Pill.
The go-to market expression 'Grow On' used personas to talk to their own life confidence in a satirical way. One that is connected with the ease of the product and the straightforward nature in which it could be used. Instead of showing hair loss, we showed 'hair growth' to speak to how Australians could grow on with the Hairy Pill.
The campaign included over 182+ assets including TVC, BVOD, Online videos, stills photography and social assets.
Creative strategy: Ed Bechervaise
Creative Direction: Andrew Grinter
Agency: ID collective
Creative Direction: Andrew Grinter
Agency: ID collective
