Break the code
Undiscolsed haircare brand
8 out of 10 women feel pressured to wear their hair a certain way. To find out why we created an AI that learns ‘hair codes’ the same way we do - from society and its images of women. Then, to help change these harmful stereotypes, we invited women to break its code by submitting photos of them proudly wearing their hair their way.
This camping was created back in 2017 before AI was the big thing it is now. But unfortunately, this project never went live.
We created a film that explained the process.
CODA Experience Journey
We created sponsored posts on social to encourage people to take part in the campaign.
We also used print and OOH to drive people to the campaign website.
On the campaign website, people could see the film, find out about the campaign and issues, and help break the code by sharing a picture of themselves.
People were also invited to share their portraits and stories with CODA on social using the campaign hashtag.
