Droga5 Aims to ‘#BreakTheWalls’ with Shea Moisture’s First Broadcast Effort

By Erik Oster 

Droga5 launched a new campaign for Shea Moisture featuring the brand’s first-ever broadcast spot, “#BreakTheWalls,” which highlights and subverts divisive beauty constructs.

The spot, which runs in both 30 and 60-second versions online and on broadcast, respectively, tackles the divide typically faced by women of color when shopping for beauty and haircare products. “We just have been conditioned to go to the corner and find our spot where we’ve been placed,” says one women at the opening of the spot. “There is a section called ‘Ethnic’ and there is an aisle called ‘Beauty,'” adds another. As the spot continues, more voices keep adding into the chorus as one woman stares ahead at the products in front of her and a single voice asks “How can I break down these walls?” as she closes her eyes and the shelves come apart and crash down. Following the explosive moment, the brand introduces itself with the line, “We’re Shea Moisture, and now we can be found in the beauty aisle, where we all belong.”

It’s a nice message of inclusivity, dealing with an issue closely tied to the brand that has only recently been given recognition. And it’s one sure to resonate with viewers, who have already begun to chime in with positive responses to the ad in the comment section on YouTube, which should lead to plenty of shares (and eyeballs) for the spot online. In addition to the online and broadcast versions of the spot, the campaign also includes digital and social elements, as well as a behind-the-scenes video (below).

“I have often said over the last 20 years that the beauty aisle is the last place in America where segregation is still legal,” said Richelieu Dennis, founder and CEO of Shea Moisture’s parent company, Sundial Brands. “Separating ‘Beauty’ from ‘Ethnic’ has only served to further perpetuate narrow standards of what is considered beautiful in our industry and our society—which is why we began leading the efforts to break down those walls.


“This movement is about so much more than selling shampoo, or lotion, or cosmetics,” he added. “We’re advancing a mission and vision to change the social dialogue about how we’re looking at beauty as a society and how those archaic structures and views are debilitating to the establishment of new and more inclusive ways of viewing beauty.”


Client: Sundial; SheaMoisture
Campaign: Break the Walls

Agency: Droga5 NY
Creative Chairman: David Droga
Chief Creative Officer: Ted Royer
Executive Creative Director: Kevin Brady
Senior Copywriter: Erica Pressly
Senior Art Director: Emmie Nostitz
Copywriter: Mariana Oliveira
Junior Art Director: Sonja Johnson:
Chief Creation Officer: Sally-Ann Dale
Head of Broadcast Production: Ben Davies
Broadcast Producer: Bill Berg
Associate Broadcast Producer: Jenna Allchin
Associate Broadcast Producer: Stephanie Hill
Jr. Production Business Manager: Grant Thompson
Global Chief Strategy Officer: Jonny Bauer
Group Strategy Director: Harry Roman
Strategy Director: Katy Alonzo
Junior Strategist: Tulani Foy
Senior Communications Strategist: Taylor Hines
Data Strategist: Abiola Adeniyi
Group Account Director: Julia Albu
Account Manager: Jasmine McDavid
Project Manager: Andrea Verenes

Client: Sundial: SheaMoisture
Chief Experience Officer: Richelieu Dennis
Chief Innovation Officer: Richelyna Hall
Chief Community Officer: Emmett Dennis
Senior VP, Communications: Latraviette Smith
VP, Brand Strategy: Christine Kiehm
Senior Director, Media & Social: Kimberly Konstant
Senior Director, Communications: Melissa Miller
Partner, Bain Capital: Matt Freeman
Consultant: Steve Chan

Production Company: Stun Spots
Director: Nick Enriquez
DOP: Chris Saul
Executive Producer: Jared Christensen:
Producer: Peter Sestina

Editorial: Wildchild
Editor: Josiah Spencer
Assistant Editor: Theresa Rodriguez:
Behind the Scenes Editor: Tyrone Rhabb
Managing Director: Scott Spanjich
Producer: Andrew Cravotta

Postproduction: Wildchild
Managing Director: Scott Spanjich
Producer: Andrew Cravotta
Flame Artist: Peter Oliver
After Effects Artist: Brett Ryans

Composer: Ben Balcom

Sound: Sonic Union
Mixer: David Papa