V05 - The Oaks

In 2013, VO5 faced the challenge of a trend towards natural styles that our audience didn't believe required product. The need to shift focus from switching users to driving penetration, coupled with a new partnership with Hollyoaks saw us create 'The Oaks'; our latest on-trend re-frame of the Break The Mould campaign. Tapping into the zeitgeist of folk music - the centre of the natural hair movement - this fictitious band showed the benefits of achieving Casual Control over your natural style with VO5. To encourage deeper engagement, we once again created a world to explore including a folkumentary, a, music video released on iTunes, a style demo and merchandise.

Watch 'The Oaks' journey below.