DYSON x GERMANY’s NEXT top model
creative lead + CONCEPT + COpy + ART DIRECTION
Growing up I LOVED Top Model. The shoots. The outfits. The drama. So it was an absolute dream to create Dyson’s casting challenge for the episode, as well as a multi-channel campaign featuring challenge winner Romina.
DEVIATING FROM DYSON’S M-O
As an engineering company focused on said engineering, Dyson is a tough puppy to create work for. Their haircare brief is always ‘Show Dyson as the experts of hair’... which leaves out the customer benefit.
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I ended up tweaking the brief to give their customers a reason to buy. My idea was simple; ‘Dyson are the experts of hair… so you can be the expert of yours’.
Through the campaign, we see Romina become the expert of her own hair. Starting with a 90” TVC advertorial that aired right after the GNTM episode (above) where she learns her hair type, hair damage and how to style with less heat from Dyson.
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On social we saw Romina now confidently style her hair at home. She styles her hair using Dyson products whilst talking about what she’s learned, and how that’s benefited her.
And the result?
Pushing the brief, the choice of models, the art direction, the narrative… it paid off.
Sales doubled in Germany, with this social campaign becoming their highest performing, ever.
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Thanks to Director & DOP Jacqueline Hochmuth, Twin Film, Hair Stylist Patrick Gorra and Photographer Max Baier (ich liebe euch alle)