Inspired by OGX's rebellious roots, we partnered with Dominic Porras, Mia Rodriguez, and Ginger & Carman, each embodying confidence and individuality. Together, they starred in a social content series that celebrated self-expression and boldness.

To support the campaign, we commissioned research into how Australians feel about their hair. The results revealed a strong sense of pride, with Aussies embracing diverse hairstyles and celebrity hair inspirations. This insight shaped the campaign content to better connect with our audience.

In addition, we created a media strategy that included sending OGX-themed media mailers, featuring fun cookies, to top-tier press. This playful, sensory touch added an extra layer of engagement and reinforced the brand’s personality.

The integrated campaign successfully highlighted OGX’s values of confidence and rebellion while driving significant engagement. By blending influencer partnerships, audience insights, and creative media tactics, we empowered Australians to embrace their hair with confidence, reinforcing the brand’s identity and expanding its reach.