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JOICO

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Job

Task was to prepare a stylish and creative visual for extra strong mousse for hair K-PAK of the brand JOICO. Visual had to reflect the exclusive quality and prestige of international brand that belongs to the leaders in the proffessional hair cosmetics. Therefore it was a challenge for us to come with something extra interesting and creative.www.joico.sk

Our solution

We bet on emotions and female fantasy and we used the insight that is well known by all women – they desire to liked by themselves and by their surroundings. In the second step we were inspired by the use of word game and we cretaed a new word TÚŽIDLO ( desirer) desired by hair. To this idea we prepared a creative visual in which the hair desire this product. We kept the simple minimalist line that really suits the brand.

Idea

We bet on emotions and female fantasy and we used the insight that is well known by all women – they desire to liked by themselves and by their surroundings.

hair

attraction

style

Headline

Idea and creative concept

We worked with insight valid for all women – desire to be liked by surroundings and by themeselves. By personification we were able to transfer the desire of people to desire of „lifeless“ hair. If your hair could choose, they chose the quality and care of the brand. Also the key word game was with words desire and mousse. Creation of a new word – TÚŽIDLO ( desirer) helped us with creation of the whole creative concept. In the final, the key headline was created as well as visual of campaign that reflects the desire of hair of every woman: Túžidlo ( desirer) desired by hair.

Details

Process of creation

Final advertising

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behind the scenes