Leo Burnett Beirut and Koleston Naturals turned the sky into a creative collaborator. The idea was to show how the hair colour range shifts naturally under light, without relying on copy or product shots. Launched in 2008 in Lebanon, the work needed no digital trickery. Just patience.
The ‘Change’ billboard featured a cut-out silhouette of a woman’s hair. As the sun moved across the sky, the changing light filled the space, gradually altering the hue. Depending on the time of day, the ad appeared to reveal a new shade — a living demonstration of the product promise.
The work won multiple international honours, including Cannes Lions recognition for design innovation, and is still cited as a benchmark for simplicity and craft. ‘Change’ remains a reminder that sometimes the most powerful medium in outdoor advertising is nature itself.
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