TEDX HAIRDRESSERS by Ogilvy & Mather Buenos Aires for TEDx

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TEDX HAIRDRESSERS

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Industry Shows, Events & Festivals
Media Print, Magazine & Newspaper
Market Argentina
Agency Ogilvy & Mather Buenos Aires
Executive Creative Director Gaston Bigio, Javier Mentasti, Maximiliano Maddalena, Christian Camean, Ignacio Ferioli
Creative Director Patrcio Elfi, Juan Pablo Carrizo
Art Director Nicolás Flota
Copywriter Ignacio Vara
Released June 2012

Awards

Cannes Lions 2012
Media Lions Best Consumer Engagement Bronze

Credits & Description

Type of entry: Use of Media
Category: Best Consumer Engagement
Advertiser: TED
Product/Service: TED TALKS
Agency: OGILVY & MATHER ARGENTINA Buenos Aires, ARGENTINA
Advertiser TED
Product TED TALKS
Entrant OGILVY & MATHER ARGENTINA Buenos Aires, ARGENTINA
Type of Entry: Use of Media
Category: Best Consumer Engagement
Title: TEDX HAIRDRESSERS
Advertiser/Client: TED
Product/Service: TED TALKS
Entrant Company: OGILVY & MATHER ARGENTINA Buenos Aires, ARGENTINA
DM/Advertising Agency: OGILVY & MATHER ARGENTINA Buenos Aires, ARGENTINA

Executive Creative Director: Gastón Bigio (Ogilvy & Mather Argentina)
Executive Creative Director: Javier Mentasti (Ogilvy & Mather Argentina)
Executive Creative Director: Maximiliano Maddalena (Ogilvy & Mather Argentina)
Creative Director: Patrcio Elfi (Ogilvy & Mather Argentina)
Creative Director: Juan Pablo Carrizo (Ogilvy & Mather Argentina)
Head Of Art: Diego Grandi (Ogilvy & Mather Argentina)
Art Director: Nicolás Flota (Ogilvy & Mather Argentina)
Copywriter: Ignacio Vara (Ogilvy & Mather Argentina)



Results


We spread TEDx ideas in every hair salon of the city.
7,000 clients heard TEDx's ideas in a single week.
The figure is 7 times the audience of a TEDx event in Buenos Aires.
More than 2m followers received the video by Twitter.
For the very first time, hairdressers were turned into promoters.
And the best part: the TEDx hairdressers really changed the heads of their clients, both outside and inside, and changed the usual trivial salon talk to deliver face to face content.



Creative Execution


We called the specialists, people capable of keeping their audiences glued to their chairs: Hairdressers.

We invited 50 hairdressers to a TEDx event in Buenos Aires. They heard the talks and spread the ideas in their hair salons across town. We created the connection between TEDx and the hairdressers. And the hairdressers talked face to face with their clients about TEDx’s ideas, the most innovative and inspiring ideas in the world, and brought TEDx closer to the people.




In Latin America, TEDx talks are still unfamiliar among the common people. If we wanted to spread those ideas, we needed to use a more popular approach.