Trouble Maker

Chronos Launch

Objective

ghd wanted Trouble Maker to help make the most of their upcoming NPD launch ‘Chronos’; a new cutting-edge hair straightener tool which introduced their professional grade HD motion-responsive™ styling capability.

We wanted to generate assets that would help put the new product on the radar across Europe and the US, launching the device in the most thumb-stopping way possible. We knew that to stand out in a sea of sameness, we would need to go beyond the typical ‘in salon’ studio style shoots and produce something talkable, that would grab the attention and imaginations of our audience.

Approach

Harnessing the power of digital stunts we set about leveraging the brand’s awesome talent partnership with Charli Howard, recreating her as world famous statues popping-up in various locations around the world, all the while, holding the new ghd hardware aloft as though a ‘gift from the Gods’ with the line “In GHD we Trust”. In doing so, we created and disseminated a world first for the brand through CGI and motion expertise, creating a cognitive dissonance for social audiences that saw individuals stop in their tracks and home in on the finer details of this product launch.