Advertising pitch*, concept and creative direction: The brief was to boost sales of ghd hair straighteners in the run-up to Christmas. At the heart of our concept was the truth that Christmas can bring unwanted and disappointing gifts. Using the message ‘Tell them what you really want’, we gave the product a premium, highly desirable positioning, through a campaign proposal encompassing magazines, digital media and POS. *Includes images, music and flip clips sampled from the Internet, used solely to communicate the concept.