FOR THE REAL EMERGENCIES.
Many people see hair blowouts as a luxury, rather than a necessity—we aimed to flip that. People have an innate desire to look good, and DryBar speaks to that by providing styled hair that lasts. In order to convince women that hair blowouts will improve their lives, we decided to take it to the extreme.
My Idea: Hair troubles trump all others. DryBar is for the real emergencies.
Role: Creative Concepting, Copywriting & Art Direction
Maggie Sartin, Art Direction
Besides posting similar content as the print ads, 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.