The kindest cut of all.
Ogilvy & Mather Mexico’s client, ´Casa de la Amistad, ´ supports underprivileged children battling cancer.
Together, they set out to get real hair to make wigs for underprivileged children in cancer treatment.
Usually the target donors are women, as the hair should be at least 25 cm long. Ogilvy & Mather said hold on – what about longhaired metal bands and their fans? How about a metal concert where the ticket is hair?
Both live and in video, ´The Hair Fest’ campaign became a cause, a sensation, and a huge success: in the self-esteem and confidence it re-kindled in the children, and in publicity for client Casa de la Amistad. Nine top metal bands performed in a concert that lasted eight hours. Performers led the way in parting with their streaming locks.
Enough hair was given, in an emotional snipping session with a dozen hairdressers, to make 107 oncological wigs worth $160,500 – equivalent to a year’s donations. The event generated $500,000 worth of free media and 9 million hits on social networks.