Complice, a hair and make up salon in Osaka, and Three & Co, an Osaka advertising agency, are gaining recognition for “Self Change”, a set of three posters depicting fruit makeovers. People change their hairstyles with a cut or dye when they want to reinvent themselves. Complice is presented as the place that respects the wishes and opinions of customers, with external and internal changes represented by peeling and carving of an apple, banana and orange, arranged with scissors, comb and hairpiece. The posters were printed in a way that allowed viewers to see the remake as they walked from left to right. The poster series has picked up a Gold award for Collateral Design at the One Show Design Awards.
The Self Change campaign was developed at Three & Co., Osaka City, by art director/designer Masaki Fukumori, artist Mitsuhiro Minamitsuji, copywriter Hiroyuki Hayashi and photographer Keisuke Nishitani.