Launching Aveeno's new Kefir Blend collection meant making people believe in an ingredient they'd never considered putting in their hair. We set the campaign at a vibrant urban farmers market, surrounding the product with the kind of fresh, natural ingredients that speak to where Kefir comes from — visually connecting the line to the farm-to-table world before a single word of copy was spoken. Paired with Daphne Oz — television host, food journalist, and wellness authority — the setting felt less like a backdrop and more like a statement of purpose.