Toni&Guy has launched an out-of-home campaign to give its stylists a platform to express themselves as artists and showcase their most creative work.
The campaign, created by VML, saw stylists from the British hairstyling chain replicating the way they styled the human head with the upper edges of posters, which were located in Singapore malls.
Toni&Guy hopes that by turning the posters into hair models, it breathes new life into posters as an advertising OOH medium.
“We wanted to replicate how Toni&Guy is able to take a person’s hair and really shape and transform it, so we approached the designs and materials in the same way," said Joaquim Laurel, creative director at VML Southeast Asia and India.
"At the same time, we needed to create a design where the focus was on the hair style above everything else. Meeting the Toni&Guy team inspired the agency to build that heritage of craft and style into our work.”