| Title | BRAVE CUT |
| Brand | FUNDATIA RENASTEREA |
| Product/Service | CANCER NGO |
| Category |
A07. Charities, Public Health & Safety, Public Awareness Messages |
|
Entrant
|
McCANN WORLDGROUP ROMANIA Bucharest, ROMANIA
|
|
Idea Creation
|
McCANN WORLDGROUP ROMANIA Bucharest, ROMANIA
|
|
Media Placement
|
UM ROMANIA Bucharest, ROMANIA
|
Credits
| VICTOR CROITORU |
UM ROMANIA |
MEDIA DIRECTOR |
| CARMEN BISTRIAN |
MCCANN WORKDGROUP EUROPE |
CREATIVE EXCELLENCE MANAGER |
| ADRIAN BOTAN |
MCCANN WORLGROUP |
GLOBAL EXECUTIVE CREATIVE DIRECTOR |
| CATALIN DOBRE |
MCCANN BUCHAREST |
EXECUTIVE CREATIVE DIRECTOR |
| IOANA ZAMFIR |
MCCANN BUCHAREST |
COPYWRITER |
| ALIN SIRBU |
MCCANN BUCHAREST |
ART DIRECTOR |
| DANA HOGEA |
MCCANN BUCHAREST |
CLIENT SERVICE DIRECTOR |
| CARMEN MARIN |
MCCANN BUCHAREST |
ACCOUNT DIRECTOR |
| VICTOR CROITORU |
UM ROMANIA |
MEDIA DIRECTOR |
The Campaign
In order to get women to donate their hair for wigs, we invented a new haircut which we called BraveCut. All the hair we cut goes into wigmaking. So donation doesn’t feel like donation. It feels like fashion. We helped it become popular when Romania’s most popular TV presenter, Andreea Marin cut her live on TV and got a BraveCut with its signature element: the hair is left longer on one side and shorter on the other. The haircut was covered by fashion magazines and shows until it became the latest trend out there: doing good was back in style.
Execution
In order to get women to donate their hair for wigs, we invented a new haircut which we called BraveCut. All the hair we cut goes into wigmaking. So donation doesn’t feel like donation. It feels like fashion. We helped it become popular when Romania’s most popular TV presenter, Andreea Marin cut her live on TV and got a BraveCut with its signature element: the hair is left longer on one side and shorter on the other. The haircut was covered by fashion magazines and shows until it became the latest trend out there: doing good was back in style.
More than 2400 women donated
92 Kg of hair
That can deliver 651 wigs
That is 48 times more than the whole last years donations
48 TV News
On 7 different TV channels
A movement has started
And it’s spreading
The Situation
We designed the first statement-haircut together with the most awarded hairstylist in the country, Sorin Stratulat, to make it both wearable and recognizable. We launched it when one of the most well-known TV presenters in Romania, Andreea Marin, cut her hair live on TV and got a BraveCut. Fashion magazines covered the news of the new haircut and soon, everybody wanted one, from local celebrities to regular women. Hair salons started to offer it for free, and they all received a special BraveCut promotion kit: posters, hair collection bags, stickers, and so on. BraveCut became a national sensation as
The Strategy
We knew how attached women were to their long locks- it’s part of their image. Especially with celebrities that have a personal brand to keep. So we decided to stop asking to give something up- instead, we asked them to be in fashion. Our mission? Ask a woman to be a trendsetter and help for all the right reasons.