you are kinki.

Project type National brand campaign

Roles Concept, production, art direction, photography

Client Kinki Kappers

Year 2024

Location The Netherlands

Directed by Leroy Leijtens, Casper Wigbels

Shot by Dennis van Akkeren

Edited by Paul de Raay

Photography Casper Wigbels

Hair by Kinki Kappers

Styling by Sweet Rebel Shop

MUA Giana Samira

the project.

Celebrating the 40th anniversary of Kinki Kappers, we set out to create a campaign that marked a clear shift in the brand’s visual language.

Consisting of portraits of real-life clients and true believers, video content for social media, a poster campaign plastered on the streets all over the country and a full brand video to share the message of the importance of self-expression, inclusivity and personal style.

the campaign.

A photoshoot in a studio with three men and three women, some holding cameras and equipment, with two models sitting on stools and three people standing behind them. The models are dressed in colorful outfits, and there are professional lighting and tripods in the background.

Over three months of pre-production, a multidisciplinary team of hairdressers, stylists, performers, producers, and creatives came together, all working on a coherent vision.

The result was a campaign that resonated far beyond its launch. The posters appeared across cities nationwide and were widely shared, while the imagery rolled out consistently across all 40 Kinki franchise locations, digital channels, email campaigns, and industry media.

More than a celebration, the campaign successfully set a new creative direction for the brand: Confident, inclusive, and unmistakably Kinki.

A large outdoor advertisement featuring diverse models with colorful hairstyles and tattoos, with the phrase 'YOU ARE' prominently displayed in white text.
Street view with a colorful graffiti wall and posters of diverse people, with the phrase 'BETTER BE LOVE' on the wall, and a person walking past in motion blur.
Pedestrians walking past large, colorful billboard advertisements featuring diverse models with the message "You Are Kinki."
A large outdoor billboard featuring a woman with pink hair and red lipstick, wearing a black lace top and earrings, with the text "YOU ARE" and a signature "Rinki" in red. Surrounding posters feature diverse people with various hairstyles and fashion
A person riding a red bicycle passes a large advertisement poster featuring two diverse models with vibrant hair styles. The poster has the text 'YOUR HAIR YOUR STORY' and 'YOU ARE' prominently displayed.
A large outdoor advertisement featuring a close-up of a bearded man with styled hair, wearing a bright green shirt. Behind the poster, part of a building with wooden siding and a metal railing is visible. The ground is paved with bricks, and some gre
A woman with long blue hair, red lipstick, and black nails, wearing a black outfit, is looking confidently at the camera. The poster reads 'OUR HAIR OUR STORY YOU ARE YOU kinki'.
Colorful posters featuring diverse models with vibrant hairstyles and expressive poses, with the text "YOU ARE Rinki" and "YOUR HAIR YOUR STORY" in the background, along with a partially visible car in the foreground.
A blurred man walking past a large advertisement billboard showing two women with the text 'YOU ARE' and 'Kink'. The woman on the left has short dark hair and a beard, wearing a bright green top. The woman on the right has short pink hair, makeup, an
Large city street billboard displaying portraits of diverse individuals with the text 'YOU ARE' and the name 'Kink' in red. People walking by on a brick sidewalk.
People walking past colorful posters on a city street, some motion blurred
Street scene with blurred pedestrians walking past a large advertisement billboard featuring diverse faces and the phrase "YOU ARE" in bold letters.
A city street with a large billboard featuring two portraits, one of a bearded man with dark hair and tattoos, wearing a green tank top, and the other of an older woman with pink hair and earrings. The billboard has the text "YOU ARE" above each port
Street scene with blurred pedestrians walking past a large billboard featuring two portraits and text. The billboard displays a man with dark hair and a beard wearing a bright green tank top, and a woman with short pink hair and bold makeup, dressed
Large outdoor billboard featuring two people, a woman with red curly hair and tattoos on her shoulders and chest, and a man with a beard and black hair. The woman is wearing a black off-shoulder jacket and jewelry, and the man is holding a ring. Both
A large billboard featuring a woman with curly red hair and tattoos on her shoulders, wearing a black leather jacket, and a man with dark hair and a beard, wearing a bright green shirt, with the text 'You Are' and 'Reinki' on the billboard.

watch the full video.

It’s your hair, your story.

You are Kinki.

A woman with bright blue, shoulder-length hair and bangs, wearing a black blazer, sitting with one arm resting on her knee, against a plain light background.
A smiling man with a beard and a tall afro hairstyle, wearing a colorful patterned shirt and a black leather jacket, pointing to his face with both index fingers.
A woman with curly half-black, half-red hair, wearing a dark blue denim jacket and matching jeans, poses against a plain light background.
A woman with curly red hair, tattoos on her shoulders, wearing a black leather jacket off one shoulder, camouflage pants, gold jewelry, and dark lipstick, sitting against a plain white background.
A man with a beard and tattoos on his arms and neck, wearing a bright yellow sleeveless sweater, looking directly at the camera with a serious expression, with his right hand near his mouth.
A woman with short pink hair, wearing a black lace top with a pearl collar and black earrings, standing against a plain white background.
A woman with blonde, curly hair smiling at the camera, wearing a black sleeveless top and layered gold necklaces, with tattoos on her arms and wrist, sitting on a stool against a plain gray background.
A smiling man with tattoos, piercings, and short styled hair wearing a colorful, patterned shirt against a plain background.

website features.

Webpage screenshot of a salon website with a black background and colorful diagonal stripes on the left. The top menu includes options in Dutch such as 'Home,' 'Afspraak Maken,' 'Salons,' 'Prijzen,' 'Webshop,' 'Jobs,' 'Kinki Academy,' and 'De Cult.' Centered at the top is a section displaying 'Kinki Rating' with a score of 9.3 stars based on 2362 reviews over 12 months. Below, there are three main sections: a large portrait of a woman with red curly hair and tattoos, with the text 'Maak hier je afspraak'; a colorful salon interior with the text 'Vind hier jouw Kinki Salon'; and a photo of a woman with pink hair at a salon station, with the text 'Bekijk hier onze jobs.'

social media posts.

A person with a beard and curly afro hairstyle wearing a colorful patterned shirt and a black leather jacket. The overlay text says 'YOU ARE' in white and 'kinki' in red cursive. Behind them are other people, one with a colorful sash.