IN A WORLD OBSESSED BY FITTING IN
I DARED YOUNG WOMEN TO BE THEMSELVES.
When GHOST fragrances wanted to launch a new brand that would appeal to teenagers, we knew they'd need to take a different approach. Pretty girls wandering through sun-drenched fields wouldn't have the cut through needed. They needed a campaign with some edge. And so "DARE TO BE YOU" was born.
Rather than selling sex appeal, we celebrated individuality in a way that directly challenged the often shallow, one dimensional conventions of traditional fragrance advertising. We challenged gender expectations by delivering a feminine fragrance with a feisty edge.
Rising star Charlotte Free, known for her individuality and non-conformity made the perfect GHOST Girl. The campaign was shot by none other than Rankin. In addition to the TV ads, we created an on-going campaign of content that launched social activity and extended the reach of the campaign.
360 campaign from print to social.
Interview with Charlotte to launch the campaign – and the first social dare.
To tie in with London Fashion week, we had Charlotte play with her style. And then challenged our IG followers to do the same.
For Halloween, we wanted to see who could be the most fearsome.