As Easy As 1, 2, 3


Increase sales for CIELO Cream Hair Color, a grey coverage product aimed at women in their 30s. The challenge was how to make an impact in an already saturated market sector that is dominated by big international brands.


A stylish and instructive campaign that highlights the ‘easy as 1, 2, 3’ simplicity of using CIELO, made possible by its innovative dispenser. As Japanese products are perceived to be of good quality within this sector and market, we art-directed the campaign to have an authentic Japanese sensibility. We cast, choreographed and shot the campaign in Japan and used Japanese language across the campaign.


The campaign has strong cut through and memorability across all media. This in turn has had an immediate and dramatic impact on sales.