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LOCKS OF LOVE — BRAND CAMPAIGN
As the world began emerging from pandemic lockdowns, Hook partnered with Locks of Love, a nonprofit that turns donated hair into hairpieces for children experiencing medical hair loss, on a pro-bono campaign that turned an unexpected consequence of quarantine, months of unchecked hair growth, into an opportunity to give back.
Those excess locks turned into Cut the Quarantine: a playful campaign encouraging people to put their pandemic-grown hair to good use by donating it. At the center of the campaign was an illustrated character whose lockdown experience felt familiar to our own. As their hair grew to increasingly absurd lengths, they eventually found a meaningful way to put it to work by cutting it off and donating it to Locks of Love.
We brought it all to life through a series of custom illustrations, an animated campaign film, and an interactive microsite. The site extended the story with scroll-triggered animations and approachable explanations of the donation process, helping visitors understand how their hair could make its way from their head to someone who needed it.
You can view our Cut the Quarantine website here.
Featured in It's Nice That, Campaign, Collater.al; An Honorable Mention on Awwwards.
CLIENT_ Locks of Love
ROLE_ Senior Art Director
AGENCY_ Hook Studios
