As agency of record, give Johnson and Johnson’s OGX haircare their first brand architecture and corresponding omni channel campaign exemplifying the trailblazing, high performance brand they built 13 years ago.
INSIGHT: Loving your hair is part of loving your self-expression, self-confidence, and self-discovery as well as one of the quickest ways to show, unapologetically, your individuality to the world.
OGX, doesn't believe in “one-size-fits-all,” we believe in ALL, championing the authenticity of those who live with purpose. Loving your hair is part of loving yourself, which allows you to love others, too. But despite the world being filled with disrespect, disregard, and disdain, we don’t let that stop us. We must be passionate and driven to see others achieve their best aspirations as the foundation for a better world for all. A world that is more diverse, more inclusive, and more bound by love.
RESULTS: Launch the “Love is in the Hair” global identity and omni channel campaign with a Billboard in Times Square, followed by print, digital streaming content, social media campaigns and partnership with the NAACP.
Social Media Ads
Make the iconic OGX bottle known in retail for its shape, but recognized only as the ingredient SKUs (the Aragon shampoo or the coconut oil shampoo) truly an ownable logo and design theory accompanying it.
The transparent shape shows "you" through the bottle.