What's Happening?
Koleston Naturals, in collaboration with Leo Burnett Beirut, launched an innovative outdoor advertising campaign in 2008 that utilized natural sunlight to demonstrate the changing hues of their hair color products. The 'Change' billboard featured a cut-out
silhouette of a woman's hair, allowing the sun's movement across the sky to fill the space and gradually alter the hue. This creative approach showcased the product's promise without relying on digital effects or product shots, emphasizing the natural shift in hair color under different lighting conditions. The campaign received international recognition, including awards at Cannes Lions, for its design innovation and simplicity.
Why It's Important?
The Koleston campaign highlights the potential of using natural elements in advertising to create engaging and memorable experiences. By leveraging sunlight, the campaign not only demonstrated the product's effectiveness but also set a benchmark for creativity in outdoor advertising. This approach can inspire other brands to explore innovative methods that connect with audiences on a sensory level, potentially leading to more impactful and sustainable advertising practices. The success of this campaign underscores the importance of simplicity and craft in capturing consumer attention and conveying a brand's message effectively.
