UNBOUND

Over a decade ago, VS Sassoon transformed hair curling with the original auto curler. In 2020, they elevated hair styling again with the Unbound Cordless Auto Curler. Now, the next evolution: the Unbound is here and they needed the perfect campaign to launch the new product globally.

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  UNBOUND. CURLS THAT UNLOCK THE WORLD.

  Our campaign is rooted in the idea of living life unbound, where great curls are always within reach—anytime, anywhere. This theme of "unlocking the world" seamlessly aligns with the innovative feature of our curler: the freedom from cords and outlets. The creative concept emphasises that with the Unbound Cord/Cordless Curler, the world is truly open to you.

  Additionally, we strategically used curled transitions between models, allowing us to maximise flexibility on set. This approach enabled us to book more models for shorter durations, delivering exceptional value to our client.

  Videography & Photography
  With just two days to capture extensive content (we delivered 15 video edits post shoot) we operated with precision and creativity. Our shoot was dynamic, featuring an array of props, ever-changing backgrounds and diverse models. Our vision was clear: use vibrant colours, cool textures and unique scenarios to craft “that’s me” moments for our audience. Our models were always on the move, celebrating the freedom of time.

  Design
  We executed a comprehensive rollout of digital and print assets to support the media channel plan for the initial launch of the new range, along with tactical seasonal campaigns.

  Copywriting
  We crafted key campaign and product messaging for use across websites, social media and digital platforms. Our goal was to inspire and resonate with our audience, delivering a feel-good, empowering message showcased through strong, dynamic women in action.

CREATIVE DIRECTION

CONAIRMAN

VS Sassoon for Men has established itself in the AUS/NZ markets over the course of 20 years, however the licensing agreement for the brand name (not the products) was coming to an end. Emerger was charged with developing the new brand and coming up with a campaign strategy to launch with retail partners, while minimising any negative impact and ensuring a smooth transition of the product range.

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  ConairMan: Brand Strategy & Positioning

  When rebranding from VS for Men to ConairMan, our priority was to ensure the transition resonated with both the Australian market and the retailers selling our products. This brand shift was delicate, particularly in a highly competitive category, so our approach needed to minimize any disruption. Our solution focused on early communication with retail partners to reduce potential negative impacts and ensure a smooth transition. We also needed to engage our internal sales team and retain the loyalty of existing VS for Men customers.

  Through our research, we discovered that Conair, the parent company, was founded on the streets of Brooklyn, New York. Conair has since grown into a household name and a global leader in R&D, product design, and innovation. We decided to leverage this heritage, making the Brooklyn roots of ConairMan the cornerstone of our strategy.

  Our campaign's core message was clear: MEN'S GROOMING IS OUR PAST, OUR PRESENT, AND OUR FUTURE. Conair has always been at the forefront of men’s grooming, with products that have revolutionized the industry. Now, we are bringing this legacy and innovation directly to our valued customers with the introduction of ConairMan. By building the ConairMan brand on the success of VS for Men, we’re reconnecting with our roots, our creativity, and our customers’ needs. ConairMan was born in Brooklyn, NY—and Brooklyn, NY knows grooming.

  Soft Launch

  To build trust with retailers, we developed a transition plan that clearly communicated the reasons behind the rebrand, assuring them that the product offerings, innovation, and quality would remain unchanged. We also created sales collateral and in-store assets (such as packaging and point-of-sale materials) to educate consumers about the brand transition.

  Our goal was to reassure existing customers that they were in good hands while also attracting new customers who resonated with the ConairMan brand's story and vibe.

  Launch Campaign

  We executed a multi-channel marketing strategy for this campaign, which included channel recommendations, videography, radio, photography, digital media, social media, and microsite design. We also developed on-pack stickers and lockups for use at the point of sale, helping to educate customers about the brand transition and engaging them with our story.

“I’m pleased to report that the brand changeover was a success, with our retailers embracing the story of the brand’s return to its USA roots. A testament to the great pitch idea by team Emerger!”

— Peter Brewer: Head of Marketing

INDIGENOUS RELATIONS

In the past decade, we have interviewed over 800 employees in mining. Of those interviews, proudly more than 50% were for our work in the Indigenous space. This has included having conversations with Traditional Owners and Indigenous Community Elders about the things that matter to them most. This work has given us an unparalleled and deep understanding of the need for inclusivity and diversity for Indigenous People across all industries.

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  Rio Tinto made a commitment to increase Indigenous leadership within the organisation in order to improve strategic decision-making, change culture, help unlock the business value of relationships with Traditional Owners and help chart the future direction of the business.

  After such a significant incident in 2020 their biggest challenge was how to authentically regain trust and at the same time attract, retain and grow Indigenous talent within the organisation.

  Research

  We worked hard to collect the dots before we tried to connect them. We spent countless hours interviewing both Indigenous and non-Indigenous employees to understand their felt experience within the organisation.

  We knew from this research that we needed to do some truth telling and acknowledge the pain people were feeling in the business through story telling post Juukan Gorge. We also knew we needed to do a better job of telling the stories of the incredible Indigenous leaders within the business who believed the company had what it takes to achieve success and drive change from the inside out.

  Brand Development

  We created a brand for Indigenous Leadership within Rio Tinto that empowered the mission and set high expectations for all involved; acting as a badge of pride to drive forward the social change and business transformation the team is committed to achieving.

  Our handcrafted logo was designed by Indigenous artist Lynicce Church, from the Ngunnawal, Wiradjuri and Kamilaroi tribes. The meaning is embedded into the design and acts as more than a mark - it is by nature a symbol of change for the business.

  Finally, each of the colours in our final palette represent core elements of country; Pilbara red for the richness of the earth and the depth of the work being done to change, black for commitment, bright blue for the sky and endless opportunities, green for the colour of trees and growth and sun yellow to symbolise energy.

  We Feel & We're Changing Content

  Strategy: Rio Tinto employees had not had a chance to talk openly about how they felt after the Juukan Gorge disaster in 2020. From our research, we knew that in order to build a new future with bright Indigenous minds and empowered employees we needed to deal with the now, be vulnerable and show how "we feel" as real people of Rio Tinto. We did this through a series of short stories and one long form video that humanised the response to Juukan Gorge and gave hope for the future. Getting senior leaders who were involved in the delivery to tell the story of what has been done (and is being done) would also be the most powerful way to showcase progress.

  The We Feel & We're Changing videos were played at the 2021 AGM in London and were widely received as a hallmark for success when it comes to authentic storytelling within the business.

  Cultural Connection Content

  We partners with the Cultural Connection team to create all the video content to go within their online training platform; aimed at increasing cultural education and capability within the organisation.

  Heritage Awareness Team

  The Heritage Team came to us with a challenge to turn their online education content into a video series. We partnered with them to deliver a series of 10 videos that are now being used to educate new starters (as well as the wider business) on what, when, how, why and where cultural heritage awareness comes into play within the organisation.

  Weipa Seeds

  This project celebrates the partnership Rio has with Indigenous Traditional Owners and Community to rehabilitate the land on which the business operates.

  Two-Way Mentoring

  An incredible initiative that partners Rio Tinto leaders with rising Indigenous employees, offering both the mentor and mentee the opportunity a learning opportunity. This was delivered as a content series featuring the mentors and their mentees discussing the value exchange of the program.

The Indigenous Leadership logo was created by Indigenous artist Lynnice Church from the Ngunnawal, Wiradjuri and Kamilaroi Tribes.

• The “I” represents a person and the beginning of their leadership journey.

• The circle represents our collective culture as Indigenous people and the importance of coming together to listen, learn and share. This process of sharing builds individual, community and organisational leadership skills, knowledge and experience.

• The “S” represents the continuation of the leadership journey where individuals take their learnings and implement them at work and in the community. It acknowledges that each person's journey is different and unique, but an effective leader is able to create a shared vision and bring people along the journey with them.

COR DE COCO

Cor de Coco needed to revitalise the brand with a fresh, modern look that incorporated environmentally friendly and shelf-safe packaging. Additionally, it was expanding the product range into new categories, so the revised identity needed to be versatile enough to appeal beyond the existing audience.

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  Background

  After successfully launching Cor de Coco in Woolworths and independent grocery stores, the original ownership dissolved. Recognizing the brand’s untapped potential and the health benefits it offered Australians, the Emerger Team took the opportunity to acquire full ownership. That’s right—this one’s ours now.

  Packaging

  Our premium coconut iced coffee range initially came in sleek glass bottles, offering a top-tier drinking experience. However, glass was prone to breakage and expensive to produce. We needed a packaging solution that was not only more environmentally friendly but also addressed the durability issues and resonated with consumers who value both brand appeal and product quality.

  Brand Asset Development

  Exceptional branding and marketing require high-quality assets. To breathe new life into our brand, we conducted multiple photo shoots, capturing the products, ingredients, and hero content essential for building a compelling website and effectively marketing our brand to both consumers and stakeholders.

  Key Messaging & Positioning

  As passionate storytellers, we poured our creativity into crafting our brand narrative. With three out of five family members lactose-intolerant, but all of us being foodies at heart (read unwilling to sacrifice on texture and flavour) this brand became the ultimate creative and product development challenge. FOR DAIRY DODGERS, FLAVOUR CHASERS & STORY MAKERS landed as our hero message, whichnow serves as the guiding principle for all our copy and shapes our ongoing tone of voice.

  Marketing & Influencer Engagement

  We handle all our marketing and influencer engagement in-house, always on the lookout for the right user-generated content (UGC) partnerships. We collaborate with brand ambassadors whenever it’s feasible, ensuring our connections are authentic and impactful.

  Website

  We didn’t need an overly fancy website, so we built it ourselves, prioritizing strong copywriting and high-end, bespoke assets. We’re proud of what we created.

  Product Development

  Cor de Coco was started to create a healthy and delicious alternative to dairy milk products. We wanted drinks that tasted great and didn't compromise on quality; they had to "feel" like the "real" milk alternative, without the dairy. As iced coffee fanatics this was where we started and it has grown from there to a dream that Cor De Coco will be the number one alternative dairy brand for health lovers.  We’re constantly evolving our range. Owning our own FMCG brand gives us the chance to walk the talk. We’re always testing new ideas in the market, staying ahead of trends, and pushing ourselves to create products we’re proud of—products our customers love with unwavering loyalty.

  Why Do We Love Coconuts?

  Coconuts are a vital resource, providing food, hydration, medicine, fuel, and building materials to communities from Cape York, Australia to Vietnam and Sri Lanka. They are among the most sustainable, healthy, and versatile plants on the planet. Our unique formulation includes at least 65% coconut water, making our drinks incredibly hydrating and packed with naturally occurring vitamins and minerals like potassium, magnesium, and vitamin C.

  If you’ve read this far and want to try some of our products for free, email me at leticia@emerger.com.au and tell me why our iced coffees and shakes resonate with you.

  Alternatively, if you just want to know more (we don’t blame you!), head to our website.

THE OLD ICED COFFEE PACKAGING…

“We knew the base of our iced coffees was excellent; smooth, creamy and the coconut flavour profile was minimal. There was no single serve, dairy-free shake option in the market - so we created one.”

VS SASSOON

With the hot air stylers category showing growth of +18% YOY, and with anticipated continued growth, VS Sassoon wanted this campaign to have a focus on supporting their wider selection of hot air stylers, as well as feature their new range additions for Mother’s Day and Christmas. 

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  Campaign Strategy & Positioning

  Development of campaign concepts, key messaging & copywriting to build on the existing brand claim "love your style". We also worked on Mother's Day and Christmas messaging to ensure the chosen campaign concept - Wear Your Confidence - had flexibility to extend to seasonal executions to drive sales targets.

  Videography & Photography
  With a creative direction chosen we recruited talent and completed a two-day video and photo shoot to capture enough content to deliver the briefed 14 different video edits.

  Design
  Rollout of all digital and print assets to support the media channel plan for the initial launch of the new range, as well as the tactical seasonal campaigns.

  Copywriting
  Delivery of key campaign and product messaging for use across website, social and digital assets.

  Lead Messaging
  True beauty begins the moment you decide to be yourself; so we say it’s time to let the world see you for the incredible woman you are and use your hair as the ultimate crown. The minute you believe in yourself the real magic begins and VS Sassoon’s groundbreaking new range of hair styling products will give you the tools you need to make your hair a superpower. Glow from the inside out knowing confidence is the sexiest thing you can wear; every day of the week. Love your style.

How we captured “confidence” was the key to the success of this campaign. It was all about finding the small moments of realisation and recognition; where that feeling of “yeah, you got this” happens and you truly own your self worth and spirit. You can never underestimate the power of a woman with great hair!