You're More You With Your Hair - Outdoor Campaign
Since we are working with billboards, I found this one particularly clever and creative. Initially, I was attracted to using letterforms as the artwork - in lieu of photos of men losing their hair. (Who wants to see at another Hair Loss for Men infomercial? Or a big bald come-over?) The outlining of some letters representing hair loss is a clever way to represent the dilemma of hair loss visually. The particular adjectives used on the billboards are frequently used to describe the “masculine” ideal in our society and in the fairytales read to us as children - charming, handsome, enchanting. These words touch deeply into our subconscious belief systems (at least initially). Charming, handsome, enchanting men must surely have a nice full head of hair, right? But you there driving by - you are losing your hair? Well, the solution is offered right here at the base of the billboard - ROGAINE.
I also appreciated the used of the monochromatic color schemes in masculine colors - orangish-brown, blue, and green.
Each billboard in this series can stand alone but the three together make a powerful advertising campaign. Heck, I'm about to go out and buy some for my brother-in-law. However, I've heard it makes your nose hair grow and he doesn't need any help in that department...
Source: CMKY Magazine, Volume 53, September/October, 2012, p60.
