A multi-tiered campaign created in conjunction with Bashful, KMS Shags was specifically designed to dial up the ‘fun factor’ of this leading hair care brand. ‘The Shags’ – the name given to 10cm tall dolls which became the focal point - sported full length hair in a range of ten eye-popping colours. These were then distributed to a wide range of ‘urban creatives’...from fashion designers, photographers and artists through to hairdressers and session stylists. Also presented with KMS styling products, each creative was then tasked with styling up their doll…shooting the results…and uploading within their social media networks. A high profile launch event kick started the campaign, from which massive traction ensued….particularly across key digital platforms such as Instagram and facebook…where hits in the hundreds of thousands continue to roll out.