Clairol wanted a big idea that would get "First-grey Worriers" to see the brand as modern and relevant without alienating their existing following of loyal older shoppers.

Analysis of social media content and sentiment (as well as personal experience) told us that no-one forgets finding their first grey hair. But the media and societal pressures mean that this moment is still an unspoken milestone that acts as a dreaded marker for getting older.

Our digital-first campaign challenged the stigma of finding your first grey and set out to show that going grey is a beautiful, natural part of getting older — a moment to be celebrated. We launched the campaign with short film that encouraged women to face their first grey with the same confidence as the other milestones in their lives. Then, with a supporting online hub and suite of social media assets, we took our story to the very place that the negative conversations were happening.