Raising the heat this Valentines’ Day, Propaganda Brand Consultancy has delivered a provocative campaign for CLOUD NINE hair tools. With Shibari-inspired visuals more reminiscent of 50 Shade of Grey than hair styling, the campaign draws attention to the award-winning brand’s proprietary heat technology.
Shibari literally translates to “to tie” or “to bind” and these images call on customers to “dominate the heat” and “stay in control,” pointing towards CLOUD NINE’s temperature controlled tools and online temperature calculator that helps users find their perfect heat match. Delivering the concept, shoot and design, Propaganda worked with photographer Angus McDonald and Shibari expert Murat Ozkasim to create the campaign.
This marks the first creative work that Propaganda has delivered for CLOUD NINE since being reappointed. Propaganda initially played a pivotal role in creating CLOUD NINE back in 2009 and has now returned as the brand’s lead marketing and creative agency. Propaganda was awarded this seven-figure account without a pitch, underscoring the strength of their relationship and expertise.
Further solidifying the intertwined history of the two Yorkshire-based brands, Julian Kynaston (Propaganda’s Founder and CEO) was recently announced as CLOUD NINE’s Brand Director. Kynaston will take on this exciting role alongside his existing responsibilities at Propaganda and as Chair of GenM.
Sophie Honegger, Propaganda’s Senior Art Director said, “We definitely wanted to come back to CLOUD NINE with a bang, so we couldn’t be happier with how this turned out. Haircare is such a crowded space, so we needed something to make CLOUD NINE stand out, and to really bring attention to their unique features with a wink and a nod. We had a lot of fun creating this and we’re looking to many more exciting campaigns to come.”