FOR THE REAL EMERGENCIES.
In my Advanced Copywriting class, we created a campaign for DryBar, a popular hair blowout spa.
Many people see hair blowouts as a luxury, rather than a necessity. We wanted to change that so that women see these blowouts as something they need to be doing. 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 hair blowouts will improve their lives, we decided to take it to the extreme.
BIG IDEA: Hair troubles trump all others. DryBar is for the real emergencies.
Role: Copywriting & Art Direction
Maggie Sartin, Art Direction
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.