Subway/Metro Ad for 4C Only (Spec Work)

PRODUCT: 4C ONLY’s haircare product catered to 4C curl patterns--one of the most difficult hair textures to manage.

CHALLENGE: Create a metro/subway ad that cuts through the noise and shows people that 4C Only products actually work for 4C hair

INSIGHT: Because of Eurocentric beauty standards, not a lot of products for natural hair are available. The ones that are available don’t help achieve the definition and hydration that they promised. As a result, Black women and their beauty needs (and wants) are overlooked and, in the same breath, deemed unmanageable.

STRATEGY: This ad is meant to empower Black women and their needs by asserting that the problem in the industry, not them.

PROPOSITION: Reject haircare that doesn’t care.