2014 Winners & Shortlists

Brief Explanation

More than a third of the Middle Eastern population suffers from hair loss. High levels of saline in the water supply leave hair feeling limp, leading to excessive hair fall. We needed to speak to our target audience in a highly memorable way by communicating to them in areas where they faced the reality of hair loss daily.

The Brief

To find an innovative way to educate consumers about the benefit of L’Oreal’s Arginine Resist X3, a new haircare solution that reduces hairfall by strengthening the hair from root to tip.

How the final design was conceived

Working on a shoestring budget, we designed simple stickers of various hairstyles and placed them on baldheads of bathrooms signs across the region. We turned the bald into the beautiful, ultimately transforming thousands of washroom signs into mini-billboards that instantly highlighted the benefit of Arginine Resist X3.

Indication of how successful the outcome was in the market

Over 5,000 signs in the region received a ‘hair makeover’ during our month-long campaign. The stickers helped the Arginine Resist X3 campaign increase its overall sales by 3.1%. Market share grew by 53% and our facebook page tripled in followers. Most importantly, Arginine Resist X3 users were keeping their hair off the floor and on their head once again.