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merit

Indie Agency News Top 40 Entry

Agency:

Slim Creative

Client:

Odele Beauty

Description: A brief description of the work and creative idea:

The idea: “Get along with your hair” celebrates the life long relationships we have with our hair – the good days, the awkward days (or years), and everything in between. The films combined personal childhood photos of our talent with present-day photography set to an original cover of the jazz standard ‘You Made Me Love You.’ High impact OOH continued the story juxtaposing elevated imagery with witty language that speaks both to relationships and haircare. And in the end we created a campaign as beautiful and thoughtful as it is effective.

The Brief: What was the brief? What were the challenges and objectives?:

Odele, a newcomer to the clean beauty space with a mission to democratize prestige haircare, was embarking on its first brand campaign. We needed a platform that would work as hard as their products - something that elevated the brand while breaking out of expected beauty tropes.

Solution + Results: How did you solve the brief? What were some of the results?:

The full scope of results (including sales) is still being collected and assembled but early indicators tell a very positive story.

- Search activity for Odele Beauty is up by 626%

- Sales in OOH test market (Chicago) are up by 29%

Context (optional): Are there any specific cultural/regional/local references for judges to understand?:

N/A

AI Usage (optional): Did you use AI in any part of this work? If so, what was it?:

N/A

Co-Chief Creative Officer/Art:

Julie Liu

Co-Chief Creative Officer/Copy:

Michele Kunken

Chief Production Officer:

Art Director:

Copywriter:

Strategist:

Director/Photographer:

Production Company:

Editorial Company:

Editor :

Assistant Editor:

Executive Producer:

Post Producer:

Music:

Color - Film:

Color - OOH:

Co-Founder + Chief Brand Officer, Odele:

Lindsay Holden

Co-Founder + CEO, Odele:

Britta Chatterjee

Chief Growth Officer, Odele:

Kimberly Francis

Director of Creative Production, Odele:

Alexis Jones

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