Darling Ghana
ObaaSima 2X is the latest addition to the Darling braid portfolio, created in response to a growing consumer need: fewer packs without compromising coverage. With ObaaSima 2X, two packs are enough for full hair coverage
team
Dentsu Creative Ghana
skills
OOH Design
Ai Image Generation
Motion Graphics
Video Editing
my Role
Animation
Design System
Visual Identity
Video Editing
Darling ObaaSima 2x
Context
Consumer feedback revealed a growing perception gap around value. As consumers became more cost-conscious, they began exploring alternatives that promised more for less. Despite efforts to shift the narrative, comparisons continued to center on ObaaSima—highlighting the need for a clearer, more compelling value solution.
solution
ObaaSima 2X is the newest addition to the Darling braid portfolio, created to answer evolving consumer needs in an era of fewer packs and optimal coverage. Designed to deliver full coverage with just two packs, it directly addresses the value perceptions that have challenged ObaaSima’s growth.
Channels
Digital
Print (OOH)
Digital
Using short-form Reels and swipeable Instagram carousels, ObaaSima 2X taps into familiar consumer thoughts like “two packs won’t be enough” or “I’ll need extra.”
Each swipe challenges that assumption, revealing how ObaaSima 2X delivers optimal coverage with fewer packs. What begins as doubt is reframed into confidence—showing that with ObaaSima 2X, two packs are enough for full hair coverage.
Printing (OOH)
Print and OOH were used to deliver the ObaaSima 2X message at scale and at speed—reaching consumers in everyday, high-traffic environments where purchasing decisions are already top of mind. With limited time for explanation, the channel’s strength lies in bold, immediate clarity. By leading with a familiar consumer doubt and resolving it in a single, confident statement, OOH reinforces the value promise of ObaaSima 2X instantly—making “two packs are enough” impossible to miss or misinterpret.
Prompting was used to create AI models that could adapt quickly to changing hairstyle requirements throughout the campaign. Because the hairstyle needed to change weekly, traditional production would have been slow and costly. AI models offered the smartest route—allowing rapid variation, visual consistency, and creative control at scale, while ensuring the ObaaSima 2X message remained clear across every execution.
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