KWP and Partners delivers hair loss campaign for Ashley and Martin

Ashley and Martin has a new campaign “aimed at challenging the quick online fixes and half measures people often turn to when dealing with hair loss”, via KWP and Partners.

The announcement:

Ashley & Martin, in partnership with KWP+Partners, has launched a new campaign titled “If it bothers you, Ashley & Martin” aimed at challenging the quick online fixes and half measures people often turn to when dealing with hair loss.

The campaign lands on a simple truth: half fixes never really fix anything. It has a laugh at the little shortcuts we all recognise, while reminding people that if something really bothers you, the only answer is to do it properly.

“We wanted to create a brand platform that makes Ashley & Martin more relevant earlier in the hair loss journey, where the need is felt but action is often delayed,” said Georgie Frampton, executive director. “Our aim was to give people permission to care about their hair by reframing treatment as proactive and a form of self-care.”

Bryan Dennis, executive creative director added “Apparently a lot of men and women are bothered by hair-loss. I wouldn’t know because I have fantastic hair. But for those who are bothered by it (not me) you need to do something. Properly. We just brought that idea to life with humour and a few half-arsed fixes that make the message impossible to miss.”

“Small gestures carry the humour,” said director Frank Carroll. “The characters aren’t trying to be funny, they’re just sincere, everyday people with quirks and histories that make them feel real. By letting the situations escalate subtly, we highlighted both the absurdity of inaction and the power of doing things properly.”

The campaign runs across Australian and New Zealand TV, BVOD, and digital.

Credits

KWP+Partners

Strategy: Alec Davis

Executive Creative Director: Bryan Dennis

Creative: Dav Tabeshfar

Copywriter: Zosia Kilpatrick

Account Manager/ Internal Producer: Katie Hauth

Executive Director: Georgie Frampton

Ashley & Martin

CEO: Phil Raffan

Head of Marketing: Bianca Baum

Production

Six Degrees Productions

Director: Frank Carroll

Producer: Shannon Hicks

DOP: Justin Griffiths

1AC: Dan Collins

Gaffer: Dion Borrett

Best Boy: David Duong

Grip: Clint Lawrence

Art Department & Stylist: Jessica Wilson

Art Dept Assistant: Tegan Weir

HMU: Alli Knapton

Production Assistant: Elea Gilmore

Sound: Justin Braine

Source: KWP and Partners