Odele, a newcomer to the clean beauty space with a mission to democratize prestige haircare, was embarking on its first brand campaign. We needed a platform that would work as hard as their products – something that elevated the brand while breaking out of expected beauty tropes. 

The Get Along with Your Hair campaign celebrated the emotional (and sometimes messy) relationships we all have with our hair. The films combined personal childhood photos of our talent with present-day photography set to an original cover of the jazz standard “You Made Me Love You.” High-impact OOH continued the story juxtaposing elevated imagery with witty relationship language. And in the end, we created a campaign as beautiful and relatable as it was effective – brand awareness increased 366% and search activity for the brand increased 704%.