Wella Design & Branding HAIR WITH PERSONALITY by DraftFCB Tel Aviv

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HAIR WITH PERSONALITY

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Industry Hair Care
Media Design & Branding
Market Israel
Agency DraftFCB Tel Aviv
Art Director Liat Tsur
Copywriter Kobi Barki
Designer Reuven Givati
Account Supervisor Yael Nizan
Illustrator Ayana Nissan
Released April 2011

Credits & Description

Category: Illustration
Advertiser: DANSHAR
Product/Service: WELLA SP PROFESSIONALS HAIRCARE
Agency: DRAFTFCB + SHIMONI FINKELSTEIN BARKI
Date of First Appearance: Apr 10 2011
Entrant Company: DRAFTFCB + SHIMONI FINKELSTEIN BARKI, Tel Aviv, ISRAEL
Executive Creative Director: Kobi Barki (Draftfcb+Shimoni Finkelstein Barki)
Account Director: Mira Finkelstein (Draftfcb+Shimoni Finkelstein Barki)
Art Director: Liat Tsur (Draftfcb+Shimoni Finkelstein Barki)
Illustrator: Ayana Nissan
Copywriter: Kobi Barki (Draftfcb+Shimoni Finkelstein Barki)
Designer: Reuven Givati (Draftfcb+Shimoni Finkelstein Barki)
Account Supervisor: Yael Nizan (Draftfcb+Shimoni Finkelstein Barki)
Account Manager: Karin Gafter (Draftfcb+Shimoni Finkelstein Barki)
Planner: Roni Samsonov (Draftfcb+Shimoni Finkelstein Barki)
Media placement: Posters - Hair Salons - 10 April 2011

Describe the brief from the client
Launch Wella’s new range of professional hair care products: ’Wella SP’.
A haircare product engineered to suit each person’s particular hair composition, available exclusively at hair-salons.

Describe the challenges and key objectives
To generate awareness at the point of sale we needed to design a campaign that would stand out and effectively communicate the products unique attributes.

Describe how you arrived at the final design
We decided to break category conventions. Instead of using the typical headshot of a ‘model flicking-her-hair-back’, we decided to go for a more stylish solution.

We commissioned four illustrations that would showcase how Wella’s new range of professional products brings out your hair's true personality. The ads communicated that whether you were a blonde, brunette, black or redhead; a beach type, city slacker or nature lover; Wella has something individually tailored to your hair's particular make-up.

Give some indication of how successful the outcome was in the market
This was part of a very successful integrated launch campaign that targeted hair salon owners and their clients and captured a 15% market share.