Hair Salon brand Rodney Wayne has launched a new collection of styles, dubbed #devotedtoyou, in a new campaign via brand development agency Lachlan McPherson and Friends.
Shot in Tokyo against the backdrop of the Sakura cherry blossoms, the campaign borrows from the tropes of high fashion, featuring a series of models staring intently at the camera.
In addition to the lead 60-second TVC, Rodney Wayne has also released a series of short films, featuring the Japanese poetic form haiku.
The aim of the campaign is to encourage New Zealanders to try a different hairstyle or colour.
“A new colour can change the way look, and feel," says agency founder Lachlan McPherson.
"We wanted the campaign backdrop to reflect the emotion of coming out into a lighter, fresher place. The Tokyo blossom festival is an iconic moment in the year which is about newness and revealing beauty. It seems like the perfect backdrop to invite people to liberate their inner princess."
This campaign follows on from Rodney Wayne's first appearance on television screens last year.