Root Awakening Campaign

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Root Awakening Campaign
Campaign concept, tagline and overarching look & feel

For the second year of the introduction of Root Awakening, this John Frieda brand turned to it's digital agency to pitch a new campaign concept. We decided to create a softer look for the brand and leverage the popularity of self-made YouTube beauty experts. Bringing professional stylists together with beauty & hair-care advocates in the social realm in a very untraditional, but engaging way.