Client
WELLA
Category
ART DIRECTION
After 140 years of leadership in the haircare world, the brand felt the need for a shift. It was time to transform simple product communication into a clear, bold, and transformative brand positioning.
A concept as simple as it is dynamic: Change To You / Change Is You. A shape-shifting message that speaks to two audiences at once: those who experience change and those who make it possible - consumers and professional hairstylists. Change is never “just” a new look, but the chance to become the next version of yourself.
Through five unique character stories, the campaign becomes a true collective narrative, where each look turns into a symbol of empowerment and freedom. Creative consistency stays strong across every touchpoint: social, display advertising, digital OOH in premium Milan locations, TV, and a special activation with X Factor.
The result is an integrated campaign that turns change into an attitude, positioning Wella as the brand that inspires it, supports it, and celebrates it - every day, everywhere, for anyone ready to write their own rules.
