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As the multicultural haircare market heated up, Aussie found itself in an interesting position. Its best-selling product, 3-minute Miracle, worked incredibly well on multiple hair textures, but the brand iconography and messaging didn’t reflect it at all.

So, the brand decided to create product extensions which targeted the hair types of multicultural GenZers. And since, this generation doesn’t necessarily identify with race first, we decided to simplyshowcase different curl types and skin tones. Thus, a new brand tone was seeded for Aussie and we laid the foundation for the truly inclusive campaign that followed.

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Curl aficionados were treated to an array of beautiful, bouncy curls via a digital billboard Times Square, for one day only (hello, client photo op!)

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Bus shelters also featured a time-lapse product demo, taking curls from flat to poppin’. The placement was perfect for Gen Zers and younger Millennials who rely on public transportation on their way to school or work.