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You come up with an idea. Everyone loves it. Not just your mom. Yeah, write. But it goes nowhere. But, then, it comes back. Sorta.

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Clairol

The ad we created didn't make it. But the identity did.

 

Clairol wanted to tout natural-looking color. Our insight was that natural is not only a look but a feeling. We linked natural with instinctive. The ad sparked the name, "Natural Instincts." That was 30 years ago. Talk about long-lasting color.

 

BTW, Clairol In House Design created the packaging, 

Role: Copywriter

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