KEY INSIGHT: Women are told to be ambitious, just not in ways that make other people uncomfortable.
BIG IDEA: "NOT SO GOODY": Goody holds back your hair whether your ambition is "good" or "bad".
1) OUT OF HOMES
2) EXPERIENTIAL
A bathroom takeover at Cherry's High Dive, a bar where our target frequents. We transform the space into a chaotic shrine to messy womanhood: walls covered in hair ties, stickers, and graphic posters. Hair tie dispensers hang above toilets for women who may have had too much fun and may need to hair back while "praying to the porcelain Gods."
3) SOCIALS
Goody uses the experiential activation to launch a social campaign called "Show Me Your Not So Goody Bun", where individuals use the story tag to post their messy buns. Whether that's after the club, post-workout, or mid bed rot, we're interested in seeing women in their messiest, most unapologetic and real moments.
