NEXXUS - UNBREAKABLE INSTRUMENT

Context:
While the strings in string instruments are typically made with things like iron and steel, there’s an artist that turned human hair into violin strings back in 2014.

Concept: The Unbreakable Instrument 

By using our Unbreakable line, your hair is stronger, thicker, and healthier. We’ll show just how strong — in a tangible way — by partnering with the artist to reveal the first ‘Unbreakable Instrument’, a ukulele or guitalele using hair from someone who has used our Unbreakable line. 

We’ll work with the celebrity (think Kacey Musgraves, Olivia Rodrigo, or Taylor Swift) to release a video of them playing one of their famous songs on the instrument, introducing our new line at the end. 

ft Meghan Trainor, 2023

Launch Site

https://www.nexxus.com/us/en/unbreakablereveal/