DigitasLBi Lets Lady Liberty’s Hair Down for John Frieda

By Erik Oster 

DigitasLBi has just released “A Girl’s Got to be Free,” a new digital spot for John Frieda’s Frizz Ease Hair Care products.

Set at night in New York, the 60-second video features a team of rogue women dressed in black who make their way to Ellis Island. Once there, the crew pulls out harnesses, climbing gear and other equipment and makes their way up the Statue of Liberty. Upon reaching the top, they free Lady Liberty of the bun that has been constricting her for over a century and let her hair down.


“We wanted to create an unexpected online experience that captures the simple, universal truth that when women pull their hair back in resignation to frizz, they pull themselves back. Frizz Ease Hair Care gives her an alternative to this daily struggle and empowers her to step out and conquer each day with confidence. ” explains Melissa Pruessing, VP/Group Account Director at DigitasLBi Chicago.

“A Girl’s Got to be Free” is part of DigitasLBi’s new “Never Pull Back” campaign, which features a new website, as well as “digital paid, owned and earned media” executed by Click 3X. Kao’s USA’s media agency Spark, meanwhile, handled media planning and buying for the campaign. Stick around for credits after the jump.

Campaign Credits:

Client/Ad or Campaign: Kao/John Frieda Frizz Ease “Never Pull Back”
Agency: DigitasLBi
SVP/Group Creative Director: Laura Keeler
Art Director: Michaelia Kelley
Associate Creative Directors/Copywriters: Alana Beseau, Emily Zaborniak
Creative Development: Robyn Tennenbaum and Kira Bigwood

Executive Producers: Jason Way
Group Account Director: Melissa Pruessing
Creative Strategy: Stephanie Kelly
Account Manager: Chelsey Lindstrom
Production Company: Click 3x
Director: Wyatt Neuman
Director of Photography: David Vollrath
Executive producer: Megan Kelly (Click 3x)
Line Producer: Andy Coverdale
Editing House: Click 3x
Producer: Chris Kiser
Production Company: Click 3X

Director: Wyatt Neumann
Director of Photography: David Vollrath
Executive Producer: Megan Kelly
Head of Production: Jeff Gilfillan
Line Producer: Andy Coverdale
Post Production/VFX: Click 3X + Whiskytree

Click 3X
Managing Director: Jason Mayo
Executive Producer: Chris Kiser
Producer: Jody Peters
Editor: Mark Robin
Colorist: Milan Boncich
VFX Supervisor/Flame Artist: Mario Caserta
Sound Design/Mix: Heard City
Executive Producer: Jonathan Harb
Producer: Sumriti Bhogal Keller
Technical Director: Steven Caron
Assistant Technical Director: Brian Meanley
Assistant Technical Director: Tuan Ho
Tools Developer: Paul Hudson
Digital Matte Painter: JP Monroy
Production Coordinator: Jennie Elliott

Kao, USA, Inc. Credits:

Vice President, US Brand Marketing: Karen Frank

Senior Director, John Frieda Marketing: PJ Katien

Brand Manager, Frizz-Ease: Ben Pinsky

Assistant Brand Manager, Frizz-Ease: Leah Harris