Smile Hair Clinic Brand Challenge

Smile Hair Clinic, with its distinct positioning among other hair transplant clinics, did not want to communicate with the target audience through the usual before/after images and cliché clinic visuals. Through conversations with the target audience, it was discovered that hair transplant surgery actually triggers more profound transformations in the long term and that the increase in self-confidence reflects in all aspects of a person’s behavior. It was decided to shoot an advertising film emphasizing this transformation.

The creative brief for the new communication film was written by the Oyster team. The brief emphasized that undergoing a hair transplant operation opens up a whole new chapter in the patient’s life, and the impact of this surgery on the individual’s life should be shown over a longer time period. Additionally, it highlighted that hair transplantation is not just about a transformation in appearance, but also about a profound change in the individual’s self-confidence and demeanor.

With the script written by the creative agency partner, Smile Hair Clinic focused on the total transformation in its customer’s life without using the typical medical clinic visuals, thereby setting itself apart from its competitors. This opened the door to establishing a more emotional connection with its customers. While competitors were marketing hair transplants, Smile Hair Clinic positioned itself as a brand that facilitates the opening of a new chapter in a gentleman’s life. The transformation story of Matt, who attended a university alumni gathering as a completely different person, was narrated in this advertising film, which garnered over a million views.