Agency: Filadélfia, Belo Horizonte, Brazil
Creative Director: Dan Zecchinelli
Art Directors: Ricardo Matos, Rafael Gil
Copywriter: Fabiana Soares
Illustrators: Aderson Fagundes, Rafael Gil

PERCEIVED CREATIVE BRIEF

Advertising Strategy

1. Cognitive: Kanechom hair dye will improve my life.
2. Affective: Women will feel inspired, excited and intrigued to dye their own hair.
3. Conative: Check out the Web site and the in store product to see if there’s a color for me.

Positioning
There’s life before you use Kanechom, and then there’s life after. Every aspect of your social life to your work life will improve after Kanechom.

Consumer Promise
After dying your hair with Kanechom your life will significantly improve.

ADDITIONAL EXECUTION

Visual: Clean open background. Nasty hair on the left, nice hair on the right, and a box of Kanechom hair dye in the middle. Three dotted lines extend down evenly from the nasty hair and three from the nice hair.
Copy: Below the three dotted line on the side of the nasty hair reads “187 Facebook friends.” On the side with the nice hair the first point reads “248 Facebook friends.” The second reads “319 Facebook friends.” And the third reads “597 Facebook friends.”