Text reading "RESTORE, ACTIVATE, REPEAT" in bold white letters on a transparent background.
Blank white image
Bold text saying "RESTORE. ACTIVATE. REPEAT."

The hair-care industry have not seen any major change in a while. Our client Tayloani about to change that, with a never seen before product: The Thermocap

The Thermocap is being activated by warming it in the microwave - and that was our ah-ah moment. We will feature a microwave in an hair product commercial.

Pink retro-style microwave with digital display and control buttons on a white surface.

We started a week ahead with teasing people about the next revolutionary product featuring the hashtag #Activate.Restore.Repeat.

Pink retro-style speaker with digital animations on the screen, featuring eyes and a dancing bear, on a white pedestal.
Pink retro-style microwave with text on screen: 'The Future Of Hair Care #RestoreActivateRepeat'. Hand adjusting dial.

Our research has found out that the main client objection to a new product, is the ease of use. The costumer is done with complicated items that he will buy and never actually use, so we wanted to highlight how user friendly it is - so we break it to 3 “steps” and made a song out of it.

Woman in a towel poses with a pink microwave on a pedestal, large text "RESTORE" overlay.

Applying the Hair Mask

Woman in casual clothing and shower cap, text 'ACTIVATE' overlaid, facing front and sides.

Activating with the Thermocap

Woman in a beige dress standing next to a pink microwave on a pedestal with "REPEAT" in large white letters across the image.

Once A Week

For dessert, we added a little bit of science

Person wearing a Thermocap hair conditioning cap

And of-course Lia Noga, a famous influencer who fits perfectly to the brand voice, chosen as the face of the brand.

Silhouette of a person wearing a chef hat against a gray background.
Woman with long dark hair wearing a brown satin dress against a gray background.
Woman in chef's hat leaning on pink microwave, gray background.