The Viru Keskus ad campaign targets both smart and stylish women with a brainy hairstyle that may or may not inspire someone's Halloween costume. Granted, it is a very elaborate creation. Yet the brainy hairstyle was created to specifically encourage people to make "a smart choice" when it comes to shopping. It reads, "Shopping center Viru Keskus has the biggest bookstore, the widest [collection] of jewelry and the best fashion shops in Estonia."
The brainy hairstyle was conceived and executed by Age Mccann, an ad agency based in Tallinn, Estonia. It was art directed by Vladimir Loginov with creative direction by Kaarel Grepp and photography Kalle Veesaar. It is a simple yet femininely fun ad campaign.