SMALL CHANGE. ALL CHANGE. by Borghi/Lowe Sao Paulo for 9 de Julho

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SMALL CHANGE. ALL CHANGE.

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Industry TV Channels/Radio Stations and Programmes
Media Design & Branding
Market Brazil
Agency Borghi/Lowe Sao Paulo
Executive Creative Director Jose Henrique Borghi
Creative Director Erh Ray, Fernando Nobre
Art Director Piu Afonseca
Copywriter Pedro Corbett
Photographer Paulo Risi
Released April 2012

Credits & Description

Category: Posters
Advertiser: 9 DE JULHO
Product/Service: 9 DE JULHO
Agency: BORGHIERH/LOWE
Executive Creative Director: José Henrique Borghi (Borghierh Lowe)
Executive Creative Director: Erh Ray (Borghierh Lowe)
Executive Creative Director: Fernando Nobre (Borghierh Lowe)
Creative Director: Fernando Nobre (Borghierh Lowe)
Art Director: Piu Afonseca (Borghierh Lowe)
Copywriter: Pedro Corbett (Borghierh Lowe)
Photographer: Paulo Risi (Borghierh Lowe)
Retoucher: Fernando Alan (Studio Casanova)
Media placement: Beauty Sallon - Beauty Sallon - 04/10/2012

Describe the brief from the client
Create posters to incentive the consumers who already come to 9 de Julho Barber Shop to have their cut, to also have their beard shaven.

Describe the challenges and key objectives
We wanted to show in a simple, direct and visual way the importance of the beard in the appearance and also the personality of every man. And how much a beard shaven by a professional can help with this.

Describe how you arrived at the final design
Considering this, we reached the idea of literally cutting part of the initial design to reach the second design, bringing, in each of them, distinct personalities and beards. With this intent we used paper glued on paperboard and then took pieces off of one beard to form the other.

Give some indication of how successful the outcome was in the market
Ever since the posters were put up at the 9 de Julho stores, the consumers began asking for the complete service (hair + beard) with more frequency, even referring to the type of beard style they prefer.