FOR THE REAL EMERGENCIES.
We had the pleasure of working on a campaign for DryBar, a premier hair blowdry bar, for a class.
Many people see hair blowouts as a luxury, rather than a necessity. Our reason for advertising is to change that, so that women see these blowouts as a necessity. Hair is a priority for women, and they often stop and fix it throughout the day. Humans have an innate desire to look good, and DryBar speaks to that by providing styled hair that lasts. In order to convince women that these are necessary, we decided to take it to the extreme.
Our big idea: Hair emergencies trump all others.
Copy: Alex Rosser
Art Direction: Alex Rosser & Maggie Sartin
We exaggerated the idea that hair is a priority for women by creating funny pop-art style print ads. The big idea behind them is that when your hair is a mess, your life is too.
DryBar would launch a 24/7 Help Line for people having hair emergencies. It would run as a social campaign as well as its own website, and encourage people to reach out with their hair problems, no matter how ridiculous. On social media, people can mention @EmergencyBar or use #EmergencyBar to reach out, and a stylist will reply with tips. Online, they would enter a chat with a live stylist prepared for any and all problems.