McCann has unveiled a global integrated campaign for the new Remington® AIRvive™ hair styling collection, turning top hair frustrations into moments of creative expression.
Inspired by global research from Remington, which found that individuals with wavy and curly hair often see frizz as their biggest challenge – and one that’s long been portrayed negatively by the beauty industry – McCann Bristol developed a creative strategy that moves away from the traditional “taming” frizz narrative.
Rather than promoting the “effortless perfection” narrative that is typical to the category, the campaign highlights the extreme lengths consumers often go to in trying to prevent frizz – from over-styling to using harsh treatments; the fear of frizz keeps them trapped in an endless cycle of “safe” styles. It demonstrates how, with the Remington AIRvive™ styling tools, consumers can achieve their desired looks while working with their hair, not against it.
Kathryn Folan, global brand manager for Remington, said: “The AIRvive™ collection empowers individuals to love styling their hair again, showing that it’s not something to be tamed and controlled, but a feature they can celebrate. Our latest campaign embodies our commitment to celebrating individuality and relatable hair moments with our audience.”
“This campaign challenges outdated industry norms by talking about frizz as a natural and beautiful part of hair styling,” said Jake Pole, deputy creative director at McCann Bristol. “For too long, frizz has been framed negatively, limiting confidence and discouraging experimentation. With this campaign, we wanted to shift the narrative – showing that hair isn’t a problem to solve but a canvas for creativity. By empowering consumers to style their frizz rather than just tame it, we’re inspiring confidence and encouraging self-expression with the AIRvive™ collection.”
Aiming to drive significant interest in the new AIRvive™ collection, the creative positions Remington as the go-to brand for consumers seeking innovative hair styling tools. The campaign is currently being rolled-out across TV, cinema, OOH, digital, and social platforms around the world, including the UK, Germany, France, Spain, Australia, New Zealand, and Mexico.
Agency: McCann Bristol
Sarah Warewinter: managing partner, strategy
Beth Evans: senior strategist
Jake Pole: deputy creative director
Amy-Rose Lynch: senior creative
Charlotte Hopkins: head of production
Kristen Clare: producer
Alec Woolfson: group account director
Etta James: senior account manager
Martha East: senior account executive
Production Company: Chief
Chloe Victoria Hughes: director
Media Planning & Buying: Wavemaker
