- all things wins Wella’s consumer brand Clairol’s first UK-led Social 360° campaign, expanding from a tactical sponsorship project to lead creative partner in under two months.
- 40+ assets delivered in just 8 weeks – from DOOH to TikTok, featuring Emma Willis, Stacey Dooley, and 20+ creators reaching 25M+ consumers.
- New creative platform ‘Natural isn’t just born, it’s chosen’ coined by the Group’s creative agency RCP.
- Led by all things and supported by RCP, this is the Group’s first integrated campaign – utilising social strategy, content, creative direction, and influencer within one agile team.
London, UK – Tuesday, 19 August, 2025 — all things, part of the Not Normal Group, has been appointed by Wella UK&I to lead its first ever Clairol UK-led Social 360° campaign, delivering a standout integrated brand moment for Clairol’s Nice’n Easy that is now live across channels.
This win signals more than just a new client relationship, it marks the first fully integrated campaign delivered by the group since rebranding from Recipe in June this year – harnessing talent across creative, content, strategy, social and studio to execute at speed, at scale, and with soul.
The relationship began with a tactical pitch win: creative concepting and production for Channel 4’s Honesty Box sponsorship idents which premiered in April this year. That initial team alchemy and the work’s cut-through quality led Wella to return to all things, this time for something bigger: a full-sass, full-funnel, social-first 360 campaign to reignite cultural relevance for Nice’n Easy, targeting a younger audience.
The brief was bold, and so was the ambition. Wella set out to transform perceptions, not just of Nice’n Easy, but of the entire at-home colour category. Their 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 Not Normal Group’s 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 were developed, from DOOH and social carousels to creator content featuring Emma Willis, who joins Stacey Dooley as a brand ambassador.
The campaign’s creative line – ‘Natural isn’t just born, it’s chosen’ was coined by RCP Creative Director Vanessa Robinson. A fresh, powerful reframe of what “natural” means in 2025 especially in a category that often leans into outdated narratives.
“We opened up a space between ageing cliches and unrealistic beauty promises,” said Vanessa.
“This work is about self-definition – not cover-up. Colour as self-expression, not camouflage.”
From Emma Willis, challenging femininity stereotypes with her cropped dark look, to Stacey Dooley, proudly reclaiming her iconic ginger, every narrative was rooted in real emotional connection and authenticity. The all things team, predominantly female, brought both insight and lived experience to the campaign.
“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.
Charlotte Carpenter, Brand Manager – Wella 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 beautifully crafted assets, every part felt considered, cohesive, and completely on-brand for Nice’n Easy.
Beyond the creative, the team’s professionalism, calm under pressure, and collaborative spirit made the whole experience seamless. We’re excited to keep building together.”
This campaign is a blueprint for the all things approach to modern marketing: agile, social-first, and collaboration-native, speed without chaos and scale without compromise.
By embedding seamlessly with agency partners and flexing team shape to meet client needs, all things and backed by the broader Not Normal Group ecosystem, delivered a campaign modelled for today’s brand challenges: connected, nimble, and built for cultural relevance.
“This wasn’t just a campaign, it was a trust test,” said Becks Montgomery, ECD at all things.
“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.”
For more information, visit www.clairol.co.uk
About NNG: notnormal.group
Not Normal Group is an integrated group of independent, specialist agencies built differently.
all things – A production-led creative studio built for fast, high-quality, project-based delivery. Project partners include: Cancer Research UK, Deli Kitchen, Paramount, Channel 4, DCM, Sky, Mindshare, NatWest, Publicis, Scottish Power, ITV, Vinted, Wella.
RCP – A strategic and creative agency delivering standout thinking and brave work. Clients include: Audible, BetMGM, Chang Beer, Deli Kitchen, Interactive Investor, MoneyPlus, New York Bakery, P&G, Zurich Insurance.
