OUAI reposted this
I love when campaigns ladder up to something bigger than a product. With OUAI's Super Dry Shampoo relaunch, we set out to scale a brand idea — “SUPER” — not just a SKU. We asked: how can one word live across media, retail, IRL experiences, and culture — and still feel distinctly OUAI? Our answer: super-storytelling centered around one CTA… ✨ WHY BE REGULAR, WHEN YOU CAN BE SUPER ✨ Some tactics: 🗓️ A long lead tease campaign deploying a broadcast channel on social for SUPER Fans, timed to the SUPER Bowl 🚃 SUPER-sized train wraps and 3D billboards in key markets 👕 A SUPER Dry Cleaners pop-up with thousands of attendees 💖 SUPER models in hero campaign creative 🎮 Even playful SUPER easter eggs across social like a SUPER-Mario inspired short Each activation reinforced the same message and cued to the efficacy of the product delivering SUPER benefits: - SUPER absorbent – absorbs oil, dirt & sweat - SUPER invisible – blends seamlessly - SUPER fresh – smell like you just showered Proud of the our SUPERstar (!!) team that turned a product re-launch into a brand defining moment.