The purpose of this campaign was to convince men going through a midlife crisis that their white or grey hair can change in a few minutes – and so can their lives. The viewer’s interest is stimulated by aesthetic black-and-white photos of animals embodying beauty and power. Against this background, the hair dye product emerges as a colourful final touch in the layout. In addition to this, the wording applauds spontaneous behaviour and encourages the consumer to reignite his younger self.
[Red Dot: Junior Award]
Isabel Taborga, SCAD
SCAD Savannah College of Art and Design, Savannah, Georgia, USA