Willow & Blake campaign rollout for Eleven Australia

They had a campaign photoshoot on the horizon, but needed a strategic framework to guide their creative approach; including a category analysis sweep, audience refinement, and a creative platform anchor.

We uncovered that while other haircare brands were broadcasting their Australian heritage as a key message, nobody was grounding their brand world or campaign creative in that uniquely magical  and nostalgic Australian summer feeling.

Timeless. Effortless. Endless.

From the social strategy came this nostalgic creative platform, which set a uniquely Australian visual expression and framework for the ELEVEN team to roll-out. It extended to three micro-campaigns; the first acting as a teaser to the overarching campaign and inspired by the letters we write to summer. The second showcased the warmth, light, and shadows unique to Australian summer, with a repeatable copy formula that kept consistency in line with creativity. The third micro-campaign provided a visual motif to educate their audience on the native Australian actives, using a templated social design.

Hands-on photoshoot support.

Willow & Blake supported the wider team on set of ELEVEN's 3-day photoshoot, providing specific campaign art direction and shooting a bank of over 80 lo and mid-fi content stills and videos.

Campaign toolkit.

The campaign toolkit included copy applications stemming from an overarching manifesto, social templates built for pre, during, and post launch micro-campaigns, and art direction for lo, mid, and hi-fi content.

This project was a perfect example of how Willow & Blake perform as an extension of our client’s team, and how any icon can make new waves in their category when fresh thinking is involved.