Advertising campaign for John Frieda

Blond? Blonder! Blond is more than just a color. It is identity, it is status, it is unity. The Blonde Secret campaign, made with Parasol Island in 2018, focused on three special hair care product collections for blonde hair. I’m a red hair but I understand having the perfect blonde hair is still a secret. The challenge was to create an appealing and recognizable 360° campaign with a strong digital activation. So the idea that deals with the insight of secrets was quite easy: what could be better than to unravel those secrets of perfect beautiful blond hair – #blondsecret on the topics of haircare, beauty, fashion and lifestyle.

The core of this campaign was a secret trip of three Influencers who stands for the three John Frieda blonde product collections. So Olja, Charlie and Alessa – the blond ambassadors – were the inspiring faces of the #blondsecret campaign. Three blonde girls with different requirements for their hair and different backgrounds to explain the diverse effect of the products. While the influencers revealed secret after secret to the social media audience, users were able to get closer to their own perfect blonde by signing up to receive blonde sample packs for their specific needs.

Among the concept, design and other arty things my part was also to stage the products in an authentic way. Next to the shoot by photographer Stephan Ziehen and Director Ben Galster, we created a series of still lifes for John Frieda’s owned channels, all kind of banners and the whole social media stuff. For me quite interesting, because I was able to do what I mostly love – working as a creative director and photographer at the same time.

Creative Direction CHRISTIAN RUESS