THE HAIRIEST VILLAGE IN THE WORLD by Jung Von Matt/Alster Hamburg for Panasonic

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THE HAIRIEST VILLAGE IN THE WORLD

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Industry Shaving
Media Promo & PR, Case study
Market Germany
Agency Jung Von Matt/Alster Hamburg
Creative Director Thimoteus Wagner, Fabian Frese
Art Director Andreas Wagner, Jonas Keller Jung Von Matt Ag
Copywriter Luca Rescheleit
Account Supervisor Albertina Inselmann, Melanie Von Der Dovenmuehle
Released October 2010

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: PANASONIC
Product/Service: PANASONIC SHAVERS
Agency: JUNG von MATT
Date of First Appearance: Oct 3 2010
Entrant Company: JUNG von MATT, Hamburg, GERMANY
Chief Creative officer: Armin Jochum (Jung von Matt AG)
Public Relations/Executive: Joachim Kortlepel (Jung von Matt AG)
Creative Director: Fabian Frese (Jung von Matt AG)
Creative Director: Thimoteus Wagner (Jung von Matt AG)
Art Director: Jonas Keller (Jung von Matt AG)
Art Director: Andreas Wagner (Jung von Matt AG)
Copywriter: Luca Rescheleit (Jung von Matt AG)
Account Supervisor: Melanie von der Dovenmuehle (Jung von Matt AG)
Account Supervisor: Albertina Inselmann (Jung von Matt AG)
Account Manager: Patrick Hammer (Jung von Matt AG)
Account Manager: Peter Plambeck (Jung von Matt AG)
Account Manager: Sandra Wirth (Jung von Matt AG)
Public Relations Manager: Tim Scholz (Jung von Matt AG)
Agency Producer: Jannik Endemann (Jung von Matt AG)
Cutter: Florian Panier (Jung von Matt AG)
Cutter: Daniel Wunderer (Jung von Matt AG)
Production Company: Anke Petersen (Tony Petersen Film)
Director/Cinematographer: Viviane Blumenschein
Cinematographer: Nikolai von Graevenitz
Post Production Company: Benni Gruener (Tony Petersen Film)
Media placement: Event - Barbershops In Oberammergau. - 03. October 2010

Insights, Strategy & the Idea
We had to find a place with a huge group of hairy people coming together at one time. After weeks of researching, we found the perfect place: The world’s most famous Passion Plays in Oberammergau, Bavaria!
All villagers take part in the play – and in the bizarre tradition called the “beard decree”. For one year before the play, they must not cut their hair or beard. Oberammergau is turning into the hairiest village in the world.
Directly after the last performance, we came to Oberammergau’s rescue and shaved and trimmed every villager! Doing so, the three days of non-stop shaving became the ultimate proof of our hair and beard trimmers’ power.

Media Strategy:
Instead of focussing on expensive traditional media like television and print, we chose a PR event at the world’s most famous Passion Play, exploiting its popularity to attract all the big television channels and publishing houses.

Creative Execution
We took the story of Oberammergau as the hairiest village in the world as a challenge to create awareness of PANASONIC hair and beard trimmers.
We spelled Oberammergau’s salvation: Directly after the last performance, PANASONIC came to Oberammergau’s rescue and shaved and trimmed every villager!
Doing so, the three days of non-stop shaving became the ultimate proof of our hair and beard trimmers’ power.

Results and Effectiveness
During our three days of shaving and trimming, the whole world was present. Journalists from all over the country travelled to the Passion Play and watched the shaving, giving us media coverage worth approx. €1.3 million.