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Industry: Public interest & Non-profit
Media:Promotion & Event
Style: Minimalism
Describe the campaign/entry:
Branded Entertainment in Mexico is a category that has not yet been exploited by brands, like it should be. There is a great opportunity to distinguish oneself and make a mark on the market.

Casa de la Amistad supports underprivileged children´s fight against cancer.
One way to help this cause is by donating hair. That being the case, the goal was to collect as much hair to make wigs that, in return, help restore the children´s self-esteem and confidence.
The strategy was to talk to an ideal donor that nobody had spoken to: the metalhead, since their your hair is more than 25 cm and has no dye.
With them in mind, we created The Hair Fest, the first festival where the ticket was hair.
The festival played nine Mexican metal bands and lasted 8 hours. The box office sold out within 2 hours of opening.

The hair donation campaigns have always been directed, exclusively, toward women.
The Hair Fest brought together a specific donor that no one had spoken to, the metalhead; who has exactly what it takes to donate hair to make wigs for children with cancer.
Being a metal festival with a cause, metalheads responded incredibly and were thrilled to exchange their hair for a ticket.

The results exceeded expectations:

We collected hair for 107 wigs with a total net worth of 160,500 USD--Equivalent to one year in donations.
- 500 thousand dollars in free advertising.
- 9 million hits on social networks.
Creative Director:
Art Director:
Account Supervisor:
Other credit:Vp Creative Services: Iván Carrasco
Vp Creative Services: César Agost Carreño
General Creative Director: Manuel Vega
Project Manager: Magali Fernandez Grossi
Front/End Developer: Jorge Hernández
Front/End Developer: Axel Caballero
Line Producer: Agustin Gutierrez
Sound Engineer: Emilio Ortega
Music: Maligno/Eduardo Carrillo
Cannes Lions International Festival of Creativity 2014
Silver PR
Events & Experiential (incl. stunts)
Cannes Lions International Festival of Creativity 2014
Silver Promo & Activation
Use of Live Shows/Concerts/Festivals
Cannes Lions International Festival of Creativity 2014
Silver Promo & Activation
Cannes Lions International Festival of Creativity 2014
Bronze Branded Content & Entertainment
Live Experience
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