Crafting Dreams
The new Wella Professionals manifesto campaign, defining its new, transformative field of play: change itself.
→ Personally supervised and executed on Brand Strategy, Creative Strategy, Content Strategy, Copywriting → Made in SUNTIMES, feb-sep 2023 → Ran on CTV (150 slots on air during XF23 on SkyUno/TV8) + Digital Display Ads + Premium DOOH locations in Milan
Wella Professionals, a traditional category leader feeling too much traditional in the fashion-lit, GenZ-driven haircare competition of today, needed a clear cut with the past and a new, bold, transformational brand proposition.
Strategy here is more evident than ever, since strategic proposition doubled as the bivalent campaign claim: "Change To You/Change Is You", a dynamic concept addressing both brand audiences, consumers and pro hairstylists/ambassadors. Building on both its 140-year long leadership in hair coloring and iconic hair look moments in Milano Fashion Week, we defined a new, credible brand mindset: Wella is wherever there's change, in all its forms, in hair and more.
Through five characters stories blending fashion style and insightful everyday life moments, Wella represents and safeguards many facets of change as identification + emotional bonding connections between brand and consumers. It's the change you need to finally be not just yourself, but the next version of you, or the timeless you. It's the change that empowers you to write new rules before they rewrite you. The kind that allows you to lose yourself or find yourself anew. The one that flips expectations rather than confirming them. The one that lets you be you or whoever you want to be. It's the change that you, as a professional creative hairstylist, bring in your salon, to your clients, every day.
It's the change that starts with hair, which - here lies the universal and undeniable insight - is almost never just hair.
