Sedu is a brand of professional hair styling tools. The task was to create a brand platform and campaign for a relaunch directed at professional stylists who would then become advocates for the Sedu tools.
Our research uncovered a key insight about professional stylists. They see themselves as guardians of style so we created a campaign that urged stylists to join Sedu and help save the world from lame hair. The campaign included posters, print ads and digital activations.