Cotswolds agency brushes off 'big boys' for Wella revival

Wella UK&I is launching its first major social campaign for Clairol UK, designed to reignite cultural relevance for its “grey brand” Nice’n Easy by targeting a younger audience under the strapline “Natural isn’t just born, it’s chosen”.

The push is the first integrated campaign for the brand by Cirencester-based digital marketing agency All Things, which rebranded from Recipe in June this year and is part of the wider Not Normal Group.

It first started working for Wella earlier this year following a tactical pitch win for Channel 4’s Honesty Box sponsorship idents which ran in April.

But instead of briefing one of the major agencies, Wella returned to All Things to devise the new “full-sass, full-funnel, social-first campaign” to transform perceptions, not just of Nice’n Easy, but of the entire at-home colour category.

The mission was to re-engage women across the UK by tapping into cultural traction with a UK-born creative platform that felt emotionally resonant and lived natively on social. It needed to stretch effortlessly to OOH, cut through influencer noise, and, above all, connect.

Led by All Things, and powered by sister creative agency RCP, the team worked in collaboration with influencer agency Campfire and Digitas to deliver concept to execution in just under eight weeks.

Over 40 platform-native assets have been developed, from DOOH and social carousels to creator content featuring TV star Emma Willis, who joins fellow celebrity Stacey Dooley as a brand ambassador.

“I love the versatile nature of the work we get through our doors, but it’s been wonderful working on a brand that I know and use to switch up my look, which happens quite often!” said Aimee Cleaver, Director at all things.

Wella brand manager Charlotte Carpenter said: “This campaign was a major milestone for us – our first locally produced, fully integrated effort – and the work has truly surpassed expectations. From the shoot with Emma and Stacey to the delivery of crafted assets, every part feels considered, cohesive, and completely on-brand for Nice’n Easy.”

All Things executive creative director Becks Montgomery added:

“This wasn’t just a campaign, it was a trust test. To be asked to go from tactical pitch to leading a flagship campaign inside eight weeks shows the value of what we’ve built. It proves that the way we work matters just as much as the work itself. I’ve loved every minute of our journey and working with the Wella team and can’t wait to do more in the future.”