In a world obsessed with fitting in, I dared young women to be themselves.
When GHOST fragrances wanted to launch a new brand that would appeal to teenagers, we knew they'd need to take a different approach. They needed a campaign with some edge. And so "DARE TO BE YOU" was born.
We challenged gender expectations by delivering a feminine fragrance with a feisty edge. Rising star Charlotte Free, known for her individuality and non-conformity made the perfect GHOST Girl. And the campaign was shot by none other than Rankin.
360 campaign from print to social and an interview with Charlotte to launch the campaign – and the first social dare.
To tie in with London Fashion week, we had Charlotte play with her style. And then challenged our IG followers to do the same.
For Halloween, we wanted to see who could be the most fearsome.