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koleston naturals

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“Koleston Naturals, a hair colorant product, wanted to target females aged 25-40 who were health and beauty conscious and also enjoyed spending time outdoors, for walking, sports, or just to be as close to nature as possible.
Koleston’s objective was to showcase the aesthetically appealing aspects of the product in terms of pure colour, whilst reassuring consumers about its “natural” quality. The idea was to use nature itself as a backdrop to achieve this communication goal.
The creative execution took the form of a 4m x 3m billboard positioned on a promenade, with an unspoiled view of the sea and skyline behind it. Its visual was a long-haired woman’s face which was die-cut into the billboard, so that it captured the full spectrum of the sky’s natural colour as the sun moved through its daily cycle, from the fiery red of sunset through the jet black of night to the dazzling ‘blonde’ of sunrise.
The location was chosen not only because of the picturesque setting but because many women went there for their daily jog and often visited the cafés opposite to watch the sunset, maximising the impact.
The campaign generated a buzz not only in its home market, but in blogs and awards programmes all over the world.”

via Cream Global


Written by bjornyeo

April 19, 2010 at 1:49 pm

Posted in advertising

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