Historically, Charles Worthington has focused their marketing efforts on new products and tactical campaigns. So when we got the opportunity to create their first ever brand campaign, we were excited. We made it our mission to find an emotional insight with real impact and, in our research, discovered the shocking statistic that only 1 in 10 women love their hair. The moment we heard it, we were determined to do something about it, and our creative platform – Love Your Hair – was born. Our print ads ran nationwide, inspiring women across the UK to fall in love with their hair all over again.