Deliverables

Commercial | youtube Ad | stylin' Dredz by AMKA | Consumer Goods

The Brief

Stylin Dredz needed their first ever television and YouTube campaign, one that would introduce the brand to the South African ethnic hair market with impact and personality. The product is a hair styling range, and the brief was to communicate the confidence and pride that comes with hair that looks exactly the way you want it to, in a way that felt fresh, fun and culturally connected.

The Execution

Taking direct inspiration from the classic musical Grease, the commercial was shot in the same larger-than-life, retro-romantic style, complete with an original song riffing on the iconic summer loving theme. The spot follows a guy and a girl each getting ready for their hot date, primping and styling with obvious pride, building to the moment they meet. The central message lands with a wink: Play with my heart, not my hair. The hair is non-negotiable. Stylin Dredz makes sure of it. The familiar Grease-inspired format gave the brand instant warmth and charm while the original music gave it a voice entirely its own.

The OUTCOME

The campaign marked Stylin Dredz's debut on television and YouTube and performed strongly for AMKA, generating a notable spike in sales following launch. For a first campaign, it set a high bar and established the brand's personality clearly from the outset.