Elvive
Your relationship with your hair is an emotional, complicated world of its own. On a bad day, it can bring you down. But on a good day, it can make you feel on top of the world. We get it. It’s so much more than just hair. This is why it’s so much more than just a shampoo and which is why we wanted to make more than just a hair advert.
Making hair history
L’Oréal Paris Elvive made history by casting a hijab-wearing model in a major haircare campaign for the very first time.
“How many brands are doing things like this? Not many. They’re literally putting a girl in a headscarf - whose hair you can’t see - in a hair campaign. Because what they’re really valuing through the campaign is the voices that we have.”
We collaborated with fifteen influencers including Amena Khan, a British beauty blogger who wears a hijab. After all, we are saying, it’s a world of intensive treatments created for each and every hair type. Because we are all worth it. Just because you can’t see the hair doesn’t mean it’s shouldn’t be cared for. This unique and disruptive campaign was shot by RANKIN.
PROJECTS
M+C Saatchi UK’s LGBTQIA+ group ‘PROUD’ and Bauer Media Outdoor Europe have launched ‘Pride is Everything’, a new multi-market campaign created with LGBTQ+ communities across Europe.
Running on out-of-home sites across the UK, Belgium, Ireland, the Netherlands, Norway, Denmark, Finland, Sweden, and Poland, the campaign rejects the increasingly homogenised portrayals of Pride often seen during Pride season in favour of something more authentic: a portrait of queer life created by the people living it.
Queer creators, community members, allies and families were invited to share their own images, stories and experiences of Pride. Disposable cameras were also distributed across Europe, giving LGBTQ+ people the opportunity to document Pride through their own eyes and on their own terms.
The resulting work captures moments of joy, love, friendship, family, protest, celebration and everyday life, revealing the infinite ways queerness is experienced across Europe.
At a time when queer communities are increasingly being spoken about, 'Pride is Everything' hands the conversation back to the people at its heart.
Created from images and stories shared by LGBTQ+ people, allies and families across Europe, the campaign celebrates Pride in all its forms, from the extraordinary to the everyday, while ensuring the people behind those stories are seen, credited and elevated.
A motor finance campaign for the Financial Conduct Authority that swapped conventional financial services advertising for epic bonnet slides, turning making a claim into a moment of confidence.
We published an issue of Vogue created by and dedicated to women over 50 with the aim to solidify that age should no longer be an issue in culture. It racked up a couple Lions and 20+ shiny things.
L'Oréal Paris has always believed that everyone is worth it, whoever you are, wherever you're from. Partnering with The Prince's Trust to empower young people with the tools they need to develop their confidence and self-worth.
