The Campaign

Most visuals around the brand clearly represent TONI&GUY’s personality but often do not reflect the individual stylist’s character and style. We wanted to create something that spoke to the brand but also allowed our stylists to express their individual ability and taste. The idea was to use outdoor posters in a new way. We wanted to create posters that you could style, allowing the stylists to showcase their abilities and the brand’s pedigree in an intriguing way. By simply lengthening the traditional poster, we were able to use the actual medium as a representation of hair for faces on our poster design. This allowed stylists to style the upper half of the poster as if they were styling the human head. This let us showcase the creative philosophy and edgy personality of TONI&GUY by proving that even the flattest of subjects can be styled and brought to life with creativity.

Creative Execution

We used simple graphical illustrations of faces in different angles and put them on printed posters. We then took the standard 420mm x 594mm size off the posters and extended the height by 1.7 times to unlock the ability to style the upper portion of the designs by folding or cutting, mimicking hair on the human head. The illustration styles were kept absolutely minimal, as we wanted to keep the focus on the folding or cutting of the material that would create the hairstyles out of the upper part of the posters. To keep the single material hair effect consistent once folded, we printed on both sides of the poster. We then created 3 base designs and 33 different colour variants to be placed in 6 different stores across Singapore for 3 months starting March 29, 2018.

Indication of how successful the outcome was in the market

The Poster exposed TONI&GUY's creative philosophy to 2,000 store visitors each month, in each of their 6 outlets in Singapore. There was even higher number from the mall’s regular daily footfall as TONI&GUY is centrally located in the busiest malls across Singapore. Posters were placed in-store and in store fronts, reducing media costs to production and installation. In-house stylists liked the idea so much that they requested “practice sheets” and jpeg files to test and hone their designs for the posters. The campaign received a large amount of PR, highlights of which are listed below: - The Drum Creative Works Leaderboard - Worldwide #1 - The Drum Creative Works Leaderboard - APAC #1 - The Drum APAC Creative Work of the Week - AdForum Beauty & Health Top 5 Leaderboard - Ads of the World Collection - Multiple Instagram reposts