The latest campaign for New Zealand's leading hair salon brand, Rodney Wayne, makes a compelling creative argument that visiting a salon is about far more than hairstyles; it's about raising self-esteem.

Developed by brand agency Lach & Friends, the Your Way To Shine campaign is founded on a simple insight: confidence starts with how you see yourself and how you show up to the world. Rather than presenting a single standard of beauty, the campaign is created around the idea that everyone's way to shine is uniquely their own.

"When we started working on this campaign, we kept coming back to the truth that confidence manifests itself differently for each of us, and so does the idea of beautiful hair," says Lachlan McPherson, founder of Lach & Friends. "Rodney Wayne has always stood for bringing out the best in each individual, so we wanted the campaign to feel the same: inspiring, genuinely inclusive and authentic, and accompanied by personal, handwritten expressions of how the new look made each model feel."

Each look featured in the campaign was crafted in direct response to a consultation with the model, a deliberate creative choice that mirrors Rodney Wayne's in-salon practice.

Julie Evans, CEO of Rodney Wayne, says the campaign reflects what the brand sees play out daily across its salons. “Our stylists don’t just colour hair, they help people find their unique beauty. When you find your way to healthy, beautiful hair, you find your way to confidence.”

Your Way To Shine is now appearing across digital and out-of-home media in New Zealand.

Credits:

Agency: Lach & Friends

Creative: Lachlan McPherson, Newton Cook, Guy Coombes

Media: Momentum

Client: Rodney Wayne

Photography: Guy Coombes

Hair: Newton Cook and Rodney Wayne Artistic Team

Videography: Kevin Ku

Makeup: Kiekie Stanners

Stylist: Troi Atkins