BACKGROUND

People attending an Ariana Grande concert in Manchester were sadly victims of a terrorist attack. Citizens across U.K. began considering decomitting from their summer plans in fear of attracting more attacks with large gatherings. Dismayed by the attack in Manchester and not wanting give the terrorists satisfaction in the form of avoiding everyday life, Londoners attempted to rally behind a defiance message of “keep living.” Prior to the attacks, Herbal Essence Bio Renew was set to debut in various OOH locations in London. Tapping into the summer mindset, location and the cultural moment, we wanted to create a message befitting of the moment.

Herbal Essence showed up at urban OOH locations with pickable billboards to encourage London women “To take a moment to let life in.”

Agency: Leo Burnett / Arc Worldwide