Dyson Supersonic

Dyson briefed Are Media to create a campaign that built awareness of 'Hair Science' to overcome the premium price point as a barrier to purchase. Dyson invested $100 million (and over four years) into studying hair science and the challenge was to communicate the research findings in a compelling, educational and engaging way for our audience.

A co-branded visual story advertorial focusing on Hair Science showcasing the technology and science behind the Dyson Supersonic hair dryer and taking a closer look at its impressive functions.

HOW TO IDENTIFY HAIR DAMAGE DAMAGE: TO THE EXTREMEanimated
WHAT’S NEXT?
animated		 BACKED BY SCIENCE

Visual Story

The Print Campaign

In addition to the digital content, a three page print execution appeared in both ELLE and Harper's BAZAAR magazines.

{"prefetch":[{"source":"document","where":{"and":[{"href_matches":"\/*"},{"not":{"href_matches":["\/wp-*.php","\/wp-admin\/*","\/wp-content\/uploads\/*","\/wp-content\/*","\/wp-content\/plugins\/*","\/wp-content\/themes\/bauer-ad-sales\/*","\/*\\?(.+)"]}},{"not":{"selector_matches":"a[rel~=\"nofollow\"]"}},{"not":{"selector_matches":".no-prefetch, .no-prefetch a"}}]},"eagerness":"conservative"}]}