Client: Herbal Essences
Advertisers Supervisor: Kate Voyten
Advertisers Supervisor Titel: Global Associate Brand Director
Första publiceringsdag: October 17, 2017
Name of Channel Used: Online
Country(ies) of Airing: North America
Agency: Forsman & Bodenfors Gothenburg
Account Supervisor: Susanna Fagring
Account Manager: Jessica Bonebjär, Britta Malmberg
Agency Producer: Anna Junker, Tina Weman
Creatives: Mathias Appelblad, Rikke Jacobsen
Designer: Karin Nolmark
Planner: My Troedsson
PR: Maja Bredberg
Social Media: Sebastian Nowacki
Director: Vincent Haycock
Production company: Park Pictures
PR agency: MMC
Music Supervisor: Gabe McDonough
Media Partner: Hearts & Science, MMC
Activation Strategy: Mano, Copenhagen
Music: MAS, Music And Strategy
Synopsis/Short explanation:
Four women in a new short film by Herbal Essences are signaling big changes in their lives to changing their hair, and it’s a point that goes way beyond shampoo. The film, ‘Changes,’ is encouraging women to embrace change in their life – big or small – as a way to live more fully, to see the everyday in new ways.
Inspired by the stories of real women, Herbal Essences is celebrating different aspects of change, and the intimate short documentary film shows the women sharing their backgrounds, their motivations for making a choice to change, and how the outcome of their choice ultimately made them feel more alive.
One woman talks about how she split with her fiancé just three months before their wedding, and with it went her longer hair. Another, a dancer, states that she was told to get a wig so she would land more parts, though she eventually chose to embrace her afro. A musician used to dye her hair to be more punk and less Latina, but eventually found that she loved her hair and wanted to make a change to play jazz. A fourth embraces a new identity by cutting off her hair and later growing it back short.