Cannes Lions

THE HAIR FEST

OGILVY & MATHER, Mexico City / CASA DE LA AMISTAD / 2014

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Overview

Description

Casa de la Amistad supports underprivileged children´s fight against cancer.

One way to help this cause is by donating hair. The goal was to collect hair to make wigs, in order to help the children restore their self-esteem and confidence.

The strategy was to talk to an ideal donor that nobody had spoken to: the metalhead, their hair is more than 25 cm and free of dye.

We created The Hair Fest, the first festival where the ticket was hair.

The festival played 9 Mexican metal bands and lasted 8 hours.

PR Key Points:

1. Strategy: speak directly to an ideal hair donor that no one had spoken to: the metalhead.

This sparked the interest of society, the media, social networks and metalheads. Generating awareness for Casa de la Amistad, like never before.

2. Idea: the first festival in the world where hair was the ticket.

The festival brought together hundreds of metalhead donors. Tickets sold out in 2 hours. The national press covered the festival, interviewed metalheads, and musicians.

Two totally unrelated worlds, united to give one message of solidarity.

While Casa de la Amistad´s work is respected, following The Hair Fest, many people found out about the association and approached it.

3. Results

We collected hair for 107 wigs with a total net worth of 160,500 USD--Equivalent to one year in donations.

- 500 thousand dollars in free advertising.

- 9 million hits on social networks.

Without a doubt, The Hair Fest´s PR campaign showed Casa de la Amistad´s good image and sensitised many people to the problems of childhood cancer.

Execution

The Hair Fest spoke to the metalhead, an ideal donor that nobody had spoken to and covers all hair donation requirements.

Through The Hair Fest, metalheads demonstrated their kindness through their eagerness to help children with cancer.

Being Casa de la Amistad and the fact that they bet on such a loud idea, it sparked the interest of society and many media outlets across the country.

Outcome

The response from the metalheads exceeded expectations:

107 oncological wigs worth a total value of $160,500.

Equivalent to one year's donation.

€500,000 in free media.

9 million hits on social networks.

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