keyboard_arrow_up

John Frieda® Hair Care and DigitasLBi Give Lady Liberty Hair Independence in New Digital Video to Support Iconic Frizz Ease® Brand

Chicago – March 24, 2014—The John Frieda® Hair Care team has released “A Girl’s Got To Be Free”, a sixty-second digital video to support the complete line of Frizz Ease® Hair Care products that treats frizzy and curly hair. The video, created by DigitasLBi, a global marketing and technology agency, stars the Statue of Liberty, the ultimate symbol of freedom, is freed from her bun giving her true style independence. The video is part of the “Never Pull Back” digital campaign kicking off this month.
 
“Twenty five years ago, the John Frieda® Frizz Ease® brand was created and invented the frizz care category.  Fighting frizz has been cited as the #1 problem women have when trying to achieve the style she wants,” says Karen Frank, Vice President, Brand Marketing, Kao USA Inc. “We know just how emotional frizzy hair can be and how a woman’s hair impacts the way she feels.  With the new ‘Never Pull Back’ initiative we’re tapping into this universal emotional connection women have with their hair, engaging them with the brand in a whole new way. We feel we’re creating a movement with this campaign and encouraging women everywhere to share the video and their stories through our various social channels.”
 
“A Girl’s got to Be Free”:
 
The high-energy digital video is set at night in New York Harbor, as three women with free-flowing hair and sleek black attire land on Ellis Island to liberate the Statue of Liberty from her confined hair bun. With tight fluid camera angles, the women rifle through black duffel bags, pulling out climbing gear, harnesses, ropes and helmets. They begin their arduous climb, eventually reaching their destination, where they begin loosening something with their tools. Eventually, the metal creaks and a loud cracks sounds. The camera pulls back to reveal the shoulders and neck of the Statue of Liberty as, suddenly, her hair tumbles down in giant, greenish-silver, perfectly-tousled, waves and begins to move in the wind. The women beam with satisfaction, now tiny, hanging there against the glorious, liberated Lady Liberty.
 
“We wanted to create an unexpected online experience that captures the simple, universal truth that when women pull their hair back in resignation to frizz, they pull themselves back. Frizz Ease® Hair Care gives her an alternative to this daily struggle and empowers her to step out and conquer each day with confidence. ” said Melissa Pruessing, VP/Group Account Director at DigitasLBi Chicago.
 
The Never Pull Back digital video drives to the newly launched www.NeverPullBack.com. The full campaign will launch in digital paid, owned and earned media. The as executed by Click 3X, a digital studio specializing in design, animation, VFX and interactive. Spark, Kao’s USA Inc’s media agency, executed media planning and buying for the campaign.
 
 
Campaign Credits:
 
Client/Ad or Campaign: Kao/John Frieda Frizz Ease “Never Pull Back”
Agency: DigitasLBi
SVP/Group Creative Director: Laura Keeler SVP/Group Creative Director
Art Director: Michaelia Kelley
Associate Creative Directors/Copywriters: Alana Beseau, Emily Zaborniak
Creative Development:  Robyn Tennenbaum and Kira Bigwood
Executive Producers: Jason Way
Group Account Director: Melissa Pruessing
Creative Strategy: Stephanie Kelly
Account Manager: Chelsey Lindstrom
Production Company: Click 3x
Director: Wyatt Neuman
Director of Photography: David Vollrath
Executive producer: Megan Kelly (Click 3x)
Line Producer: Andy Coverdale
Editing House: Click 3x
Producer: Chris Kiser
Production Company: Click 3X

Director: Wyatt Neumann
Director of Photography: David Vollrath
Executive Producer: Megan Kelly
Head of Production: Jeff Gilfillan
Line Producer: Andy Coverdale
Post Production/VFX: Click 3X + Whiskytree

Click 3X
Managing Director: Jason Mayo
Executive Producer: Chris Kiser
Producer: Jody Peters
Editor: Mark Robin
Colorist: Milan Boncich
VFX Supervisor/Flame Artist: Mario Caserta
Sound Design/Mix: Heard City
Whiskytree
Executive Producer: Jonathan Harb
Producer: Sumriti Bhogal Keller
Technical Director: Steven Caron
Assistant Technical Director: Brian Meanley
Assistant Technical Director: Tuan Ho
Tools Developer: Paul Hudson
Digital Matte Painter: JP Monroy
Production Coordinator: Jennie Elliott

Kao, USA, Inc. Credits:
Vice President, US Brand Marketing: Karen Frank
Senior Director, John Frieda Marketing: PJ Katien
Brand Manager, Frizz-Ease: Ben Pinsky
Assistant Brand Manager, Frizz-Ease: Leah Harris
 
About Kao USA, Inc.
Kao USA, Inc. is a leading manufacturer of premium beauty care brands that are recognized around the world for their innovation and quality. The Kao USA, Inc. Consumer Products portfolio includes John Frieda® Frizz Ease®, Root Awakening®, Luxurious Volume, Sheer Blonde®, Brilliant Brunette®, Radiant Red®, Full Repair® Precision Foam Colour; Luminous Colour Glaze® hair care; Jergens® and Curel® hand and body lotions; Ban® antiperspirants and Bioré® facial care. Founded in 1882, Kao USA, Inc. is a member of the Kao Group of companies.
 
About DigitasLBi
DigitasLBi is a global marketing and technology agency that transforms businesses for the digital age. We help companies of all shapes and sizes decide What’s Next… and then we take them there. Also a top ten global agency, DigitasLBi is comprised of 6,000 digital and technology experts across 40 offices in 25 countries worldwide. DigitasLBi is a member of Publicis Groupe [listed on the Euronext Paris Exchange – FR0000130577 – and part of the CAC 40 index] is the world’s third largest communications group. With approximately 60,000 professionals spanning 108 countries on five continents, Publicis Groupe offers local and international clients a complete range of communications services. Web site: www.publicisgroupe.com.
 
# # #