A campaign true to the brand's roots.
Independent agency Lionize has won Pump Haircare’s first creative and media campaign, launching today with a campaign for the Curly Girl range.
Following a competitive pitch process, Pump tapped Lionize to launch the campaign in Queensland, with a view to finding a successful formula to roll out nationally across the next year.
Launched in 2017, Pump Haircare was founded by entrepreneur and hairdresser Natasha Jay. Following an injection of investment from Anacacia Capital in late 2020, Pump wanted to take the brand to the next level with its first ATL creative and media campaign in Q4 2021.
Pump Haircare founder Natasha Jay says the campaign capture’s the brand’s essence.
“This launch campaign is vitally important as it brings our story to a wider audience, and we were looking for something that captured the natural and inclusive ethos that inspired me to create Pump Haircare in the first place,” Jay says.
“In Lionize, we discovered an agency partner that really got us and brought to life the way we make it fun to experiment and celebrate an all-natural range and attitude.”
Pump’s Curly Girl Method campaign from Lionize will include TV/BVOD, OOH plus social and digital – adding a sense of healthy natural expression to all touchpoints across the creative and media mix.
Lionize creative director Rich Price says the strategy is true to the brand’s roots:
“Our strategy was simple – to elevate Pump as a brand that is more naturally you Vs. less strait-laced. This approach brought the Pump brand to life in a way that’s true to its roots, inviting women across Queensland to ‘Get the Method. Forget the Madness’ of typical hair regimes.
“Launching just after lockdown, our campaign will strike a great emotional note. It feels like a perfect time for a campaign about self-expression, as lockdown eases.”
Credits:
Client:
Natasha Jay – Founder PUMP Haircare
Louise Gillespie – Marketing & Media Co-ordinator
Creative and Media - LIONIZE Agency:
Creative Director – Rich Price
Content Producer – Mitch Clark
Designer – Laura Adams
Head of Strategy – Dan Machen
Head of Client Services – Gemma Tugby
Group Account Director – Lauren Harris
Senior Account Manager – Katie Booth
Investment Director – Pete Stowe
Senior Media Trader – Tom Lockley
Social Media Manager – Caitlin O’Reilly
Digital Media Manager – Ed Holland
Production – The Kitchen:
Producer - Zabrina Wong
Photography – Juli Balla
