• by Fern Siegel , July 16, 2024

Odele has debuted its first national brand campaign, “Get Along With Your Hair.”  The company was founded in 2020.

The work is by Slim Creative. The agency and Odele are both run by a trio of female founders. The campaign celebrates the lifelong relationship women have with their hair — good days and bad — and the memories we associate with it.

The campaign, shot by director Carissa Gallo, runs on connected TV, social, digital and OOH.

In July and August, more than 60 prominent out-of-home ads are appearing in Chicago, reflecting the brand’s Midwestern roots.

Julie Liu, Co-Chief Creative Officer, Partner, Slim Creative, said: “Rather than focusing on just the aspirational, we showed the reality that we don’t wake up every day loving our hair.  This campaign captures that by speaking to the connection people have with their hair, using relationship language and real personal photos to highlight the unique stories that everyone can relate to.”

A recent Wakefield Research nationwide study of women ages 18+ found that for 68% of women, how good their hair looks impacts how good their day is. For half of women (50%), that relationship takes more effort than at least one important human connection in their lives.