NEWS: Real hair glued to posters in salon ad push from 1576

The Edinburgh-based agency, 1576, has launched a series of posters decorated with real human hair for the Scottish hairdressing group, Cheynes.

The Edinburgh-based agency, 1576, has launched a series of posters

decorated with real human hair for the Scottish hairdressing group,

Cheynes.



The campaign, featuring three separate executions, will be seen only on

Adshel sites, with the posters sealed in to prevent vandals or bad

weather causing hair loss.



The agency swept up cuttings from the floors of Cheyne salons, and took

the bags of hair to a printers in Newcastle.



A heavy-duty glue was sprayed on to posters using acetate stencils, and

then strands of hair were thrown at the posters. For a second coating,

the stencils had to be carefully repositioned and the process repeated.



The three executions, showing a hairdryer, a comb and a pair of

scissors, are each accompanied by an endline which has been adapted for

the individual poster.



Respectively, the posters read: ‘When you style/fashion/cut more hair

than anyone else in Scotland, you’ve got to find something to do with

it.’



David Reid, a creative partner at 1576, said that the salons are

upmarket, and all hair is washed before it is cut. He said: ‘We

discovered that Cheynes cuts more hair than its rivals and this became

the platform for the sole piece of copy on the poster.’



The campaign will run across Edinburgh throughout the summer, with media

buying by the Media Shop.



Reid added: ‘Cheynes is prepared to invest in creativity.’



The idea is also expected to resurface in the form of Christmas cards

and direct mail.