The key objective was to sell more Garnier Length and Strength, a product made specifically made to take care of long hair.

The challenge was the perceived practicality of short hair and also the upcoming spring, where temperatures and humidity rise and make many women cut their hair.

We thought the simpler but also the more powerful way to talk about hair was using hair itself.

Using its natural tendency to bend and fold, we were able to create recognizable situations

At the time of this writing we haven't received sales numbers, but the feedback from our consumers has been positive so far, they think the campaign conveys a strong message in a fun, clear and beautiful way.