THE CHALLENGE —
When Function of Beauty expanded to Europe via Boots UK, I conceptualized and executed the OOH campaign by leveraging cultural contrasts for maximum viral impact. My strategy played on American-British distinctions while showcasing the brand's custom #hairgoals boosters.
Eye-catching branded cars with cheeky messaging ("Doesn't drive on the left, but gets your #hairgoals right") complemented strategic wild postings ("Spells colour wrong, but makes haircare just for U").
The branded cars drove influencers to a launch event featuring an interactive maze where visitors experienced personalized haircare creation firsthand. This integrated approach successfully established Function of Beauty in the competitive UK beauty market while maintaining their playful personality and customization message.
Copy Director: Dana Overell
Photography: Lara JadeMy Role —Creative Strategy
Concept
Design Execution
