The idea was to introduce Aussie Man on the back of an existing campaign; transform the female communication that commuters were used to seeing everyday into an attention grabbing man ad.
AUSSIE MAN CAMPAIGN
Benefit focused yet relatable, Aussie man campaign cut through the rest of all the 'hard hitting' and macho clutter with a simple, no-nonsense proposition: 'for hair that feels good'
Posters in the tube
MPU in travel, food and games related websites + targeted Insta posts