Drybar exploded onto the scene in Los Angeles and soon looked to take their VIP, blowout experience into big cities countrywide.

To create allure befitting a luxury brand in an emerging category, our campaign planted irresistibly cryptic messages throughout the city. Once you got your hands on the mysterious yellow card, a visit to the store plus hot air from a blow dryer would reveal your glamorous, special offer written on the back in invisible, heat-activated ink.