A two-dimensional print billboard just doesn’t cut it for hair care brand John Frieda.

Wanting to push creative boundaries for its new Precision Foam Colour, the brand worked with Dare Vancouver to place live models behind glass booths in Toronto, Christine Speagle, brand manager, John Frieda, tells MiC.

The new hair colour line had already launched early this month with a campaign that had Gaggi Media placing TV and print ads created by New York-based KBSP as well as online creative by Dare, but Speagle says the brand wanted to bump up its efforts with something one-of-a-kind.

“Our message behind the product line is all about getting salon-quality results, so what we wanted to demonstrate how amazing your hair looks after using the colour,” she says. “We had our boards come to life with the message of salon-quality results that you have to see to believe.”

So far, the models have made appearances at Yonge-Dundas Square, Sherway Gardens as well as the intersection at Queen and John with more planned for the next couple of weeks, although Speagle says that the brand will be keeping those location details under wraps for now.