In 1984, Shaper created the first hairspray that could be used upside-down to reshape hair in a second. Its unparalleled versatility made it a global award-winner, favorite amongst stylist and consumers. Over time, with an outdated image and many competitors on the shelf, Shaper lost it's market hold. Our challenge was to make this P&G brand relevant to millennials, reconnecting Shaper to its roots.

We created a campaign positioning Shaper as The Icon Of Transformation, a powerful tool with the powers to morph. 5 looks were created showcasing the spectrum of Shaper holds from light, medium to bold. Proving that Shaper is a brushable hair spray, we created these 5 looks on one girl in one day, and shot the experience.

In less than two weeks of introducing Sebastian on Facebook, The Icon Of Transformation videos went viral. While most Sebastian posts top at 12 likes, the videos received almost 3 million views, 6.6K likes and 756 shares, making it the most talked about Sebastian video to date! Watch the case study.