Ikon Group Sydney has unveiled its first creative, multi-channel brand campaign for the clinically-proven hair loss product, evolis, since being appointed by parent biotechnology company, Cellmid Limited.
The campaign comprises a range of creative executions going live nationally, all carrying the new brand line ‘Long Live Hair’, launching a new positioning and strategy for evolis as it moves into pharmacy. Ikon’s full-service remit includes creative, digital, social, content, SEO, SEM, and pharmacy point-of-sale.
“Evolis knows that for some people, having thick, healthy hair is a barometer for both their inner and outer confidence,” explained Ikon Group Sydney, ECD, Rob Martin Murphy.
“We wanted to create a campaign that acknowledged this. ‘Long Live Hair’ is both a celebration of the brand’s efficacy and a call to action for those who want to put the days of thinning, unhealthy hair behind them,” he continued.
Martin Murphy said in an effort to move away from the ‘lab coats and pseudo-science’ approach so often used by hair loss products, the TVCs were shot on location in Cape Schanck, Victoria – a nod to the brand’s botanical ingredients. Added Martin Murphy: “Joel Harmsworth and The Sweet Shop team did a fantastic job crafting beautiful, simple portraits of evolis users and the quiet confidence they exude.”
Supporting the four TVCs will be real stories of hair loss and the benefits of using evolis to be shown online. A range of other digital, social, content, SEO, SEM, and pharmacy POS executions will also be rolled out over coming weeks.
“We are very excited to launch the first major communications campaign for our FGF5 inhibitor hair loss products with Ikon,” said Emma Chen, general manager of Cellmid’s consumer health business. “This campaign is also particularly important as we are the first to highlight an innovative solution to women with hair thinning or hair loss concerns,” she added.
The ‘Long Live Hair’ campaign will be run across a range of channels nationally over the next 12 months.
Cellmid – Maria Halasz (CEO), Emma Chen (Marketing Director), Evan Rees (Sales Director)
Creative – IKON Group Sydney
Executive Creative Director – Rob Martin Murphy
Senior Art Director – Andrew Jones
Creative/s – Dave Heytman, Marrianne Little
Creative Director, Design – Clinton Duncan
Business Director – Alyson Wales
Senior Planner – Kim Feitelberg
Agency Producer – Sue Hind, One20
Production Company – The Sweet Shop
Director – Joel Harmsworth
Producer – Fiona McGregor
Executive Producer – Edward Pontifex
Managing Director – Wilf Sweetland
DOP – Shelley Farthing-Dawe
Editor – Graeme Pereira
Colourist – Martin Greer
Online – Ryan Brett, Manimal
Casting – Chameleon Casting
Music – Joel Harmsworth
Sound – James Martell, Nylon Studios
Sound (VO) – Stefan Zabielski, Sonic Playground
Media – Ikon Group Sydney
Head of Amplification and Investment – Pia Coyle
Communications Director – Elyse Foley
SEO and Content – Ikon Group Sydney
Influencer Marketing and Social – Ikon Group Sydney