REMINGTON STYLING TOOLS
The regular guy/gal archetype:
Distinctive in the category
Remington makes styling tools like blow dryers, trimmers and curling irons. Their brand was old and stodgy. So old and stodgy that retailers like Target were threatening to discontinue carrying the brand. We stepped in with an insight: people want to be an augmented version of who they are, not the idealized fashion world's version of who they should be. The campaign "Celebrate what you got." was born with new packaging and a fresh look and idea.
Campaign organizing idea film.
We hardily dislike digital video content that lacks story so we made Remington's digital content each tell a little story. This one is about a mother/daughter moment.
If you're a guy, you've either done this or been tempted to do this.