FCB & Director Kit Create An Effective Ad for Easy Waves

FCB Joburg has created a campaign with an above-the-line focus for the Easy Waves Moroccan Oil haircare range that gives semi-natural women freedom to style their hair healthily and with ease.

Easy Waves, targets women between the ages of 18 – 35 years who are happy to use products to soften, stretch and blow out their hair. At the same time, they are keen to embrace the trend towards keeping their hair in its natural form or with protective styles.

“The current trend is for Black women to keep their hair in its natural form or wear weaves. However, going ‘au naturel’ is not for everyone and there are women who want to have natural-looking hair but find their own textures difficult to maintain, ” says Amka Brand Manager Shaylene Ramlakan.

“Catering for semi-natural hair – or ‘blow-out’ hair, hair that is between processed hair and natural hair – Easy Waves Moroccan Oil is for women who do not want fully processed hair. This is a natural progression for Easy Waves, it gives women semi-processed hair while still allowing them to embrace their natural hair texture.”

FCB Joburg’s team of Creative Directors Nobantu Sibeko and Khanyi Mpumlwana, Art Director Naledi Manama and Copywriter Shannon Koor wanted to show how the Moroccan Oil range gives you bouncy, loose curls that you can style every day.

To demonstrate this, they tell the story of a young woman who becomes suspicious when she starts seeing her friend’s boyfriend with ‘different women’. As a private eye would, she begins trailing him and building her case. When she has enough photographs, she confronts ‘the other woman’ but – to her surprise – it’s been her friend all along. Thanks to the Easy Waves Moroccan Oil range, she’s been able to restyle her hair and unwittingly dupe her friend.

Watch the TVC on Youtube.


Client: Amka

Brand: Easy Waves

Brand Manager: Shaylene Ramlakan

Creative agency: FCB Joburg

Business Unit Director: Mogani Naidoo

Account Director: Kefilwe Khanda

Account Executive: Kholosa Madikane

Chief Creative Officer: Ahmed Tilly

Creative Directors: Nobantu Sibeko, Khanyi Mpumlwana

Copywriter: Shannon Koor

Art director: Naledi Manama

Traffic Manager: Theresa Selema

TV production: Sindi Hirchowitz

Media planners: In-House (Amka)

Production companies: Hey Darling Films

Director: Director Kit

Between 10 and 5