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.