WE LAUNCHED KÉRASTASE'S NEW BLOND ABSOLU LINE WITH A DARING & INSPIRING CAMPAIGN THAT REDEFINED WHAT IT MEANS TO BE BLONDE.
"WHAT KIND OF BLONDE ARE YOU?
YOU DARE, WE CARE."
Blonde is an attitude, a state of mind, and it's a bold choice.
Blonde is a lifestyle that evokes youth and vitality.
It makes blondes feel empowered, unique, and confident.
Go ahead and take that bold step. Make that big move and BE YOURSELF.
Stand up, take a chance, feel alive. Be unapologetic, strong, and worry-free.
YOU DARE, WE CARE.
MEET THE NEW BLOND ABSOLU
— You Dare, We Care.
"You Dare, We Care" is the digital campaign we created and produced for the launch of the new KÉRASTASE BLOND ABSOLU LINE. One that introduces the products and celebrates the Blonde.
The campaign consisted of a hero video, nine video interviews, hero and social imagery, social cutdowns, and how to videos — ultimately uncovering and redefining what it means to be Blonde (Absolu).
In collaboration with a group of nine diverse and daring influencers, our hero campaign video inspires, empowers, and dares our audience to own their Blonde, and KÉRASTASE BLOND ABSOLU will take care of their hair.
We created social media assets and video cut-downs that serve to tease, introduce, and redirect viewers to the campaign and website.
I Dare to be ______.
#TheBlondeDare is a social movement that invites all women to own their Blonde, express what they stand for, and share their personal experiences as a daring Blonde.
As supportive content, we created a series of interviews, one for each influencer, which they shared their personal stories and revealed what being Blonde really means to them.
Step-by-Step with Johnny Ramirez
The campaign included tutorials with celebrity colorist and blonding expert Johnny Ramirez from L.A.
Director / Camera Operator: Tom Newton
Grip: Justin Moore
Sound: Casey Minatrea
Editor (via Blonde): Kevin Tadge