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