Casa De La Amistad: THE HAIR FEST

Credits & Description:

Type of entry: Practices & Specialisms
Category: Events & Experiential (incl. stunts)
Advertiser: CASA DE LA AMISTAD
Product/Service: HAIR DONATION
Agency: OGILVY & MATHER Mexico City, MEXICO

Client: CASA DE LA AMISTAD
Product: HAIR DONATION
Entrant: OGILVY & MATHER Mexico City, MEXICO
Type of Entry: Practices & Specialisms
Category: Events & Experiential (incl. stunts)
Entrant Company : OGILVY & MATHER Mexico City, MEXICO
Advertising Agency : OGILVY & MATHER Mexico City, MEXICO

Vp Creative Services: Iván Carrasco (Ogilvy/Mather Mexico)
Vp Creative Services: César Agost Carreño (Ogilvy/Mather Mexico)
General Creative Director/Copywriter: Manuel Vega (Ogilvy/Mather Mexico)
Creative Director/Copywriter: David Sánchez Zacarias (Ogilvy/Mather Mexico)
Art Director/Copywriter: Luis Alberto Guerra (Ogilvy/Mather Mexico)
Copywriter: Osiel Diaz (Ogilvy/Mather Mexico)
Art Director: Edson Gonzalez (Ogilvy/Mather Mexico)
Project Manager: Magali Fernandez Grossi (Ogilvy/Mather Mexico)
Front/End Developer: Jorge Hernández (Ogilvy/Mather Mexico)
Front/End Developer: Axel Caballero (Ogilvy/Mather Mexico)
Producer: Juan Pablo Osio (Ogilvy/Mather Mexico)
Account Director: Jimena Delgadillo (Ogilvy/Mather Mexico)
Producer: Aldo Ballesteros (Plataforma)
Line Producer: Agustin Gutierrez (Plataforma)
Director: Hernán Almar (CIRCO FILMS)
Producer: Hugo Kiel (CIRCO FILMS)
Producer: Jaqueline Jourdain (CIRCO FILMS)
Editor: Omar Luna (CIRCO FILMS)
Sound Engineer: Emilio Ortega (Look As Audio)
Music: Maligno/Eduardo Carrillo (Maligno/Eduardo Carrillo)

Describe the campaign/entry:
Casa de la Amistad supports underprivileged children´s fight against cancer.

One way to help this cause is by donating hair. The goal was to collect hair to make wigs, in order to help the children restore their self-esteem and confidence.
The strategy was to talk to an ideal donor that nobody had spoken to: the metalhead, their hair is more than 25 cm and free of dye.
We created The Hair Fest, the first festival where the ticket was hair.
The festival played 9 Mexican metal bands and lasted 8 hours.

PR Key Points:
1. Strategy: speak directly to an ideal hair donor that no one had spoken to: the metalhead.
This sparked the interest of society, the media, social networks and metalheads. Generating awareness for Casa de la Amistad, like never before.
2. Idea: the first festival in the world where hair was the ticket.
The festival brought together hundreds of metalhead donors. Tickets sold out in 2 hours. The national press covered the festival, interviewed metalheads, and musicians.
Two totally unrelated worlds, united to give one message of solidarity.
While Casa de la Amistad´s work is respected, following The Hair Fest, many people found out about the association and approached it.
3. Results
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.

Without a doubt, The Hair Fest´s PR campaign showed Casa de la Amistad´s good image and sensitised many people to the problems of childhood cancer.

Describe the brief from the client:
The goal was to acquire as much donor hair possible, and it definitely exceeded expectations.
We made hair 107 oncological wigs--equivalent to one year's donation.
500,000 USD in free media.
9 million hits on social networks.

Results:
We collected hair for 107 wigs with a total net worth of 160,500 USD. Equivalent to one year of donations.
- 500 thousand dollars in free advertising.
- 9 million hits on social networks.

Execution:
The campaign was implemented in the following ways:

Type of Media Dates Media Placement

On line campaign February 28-April 15 Facebook / Twitter
Web site March 4– April 15 www.hairfest.org
Poster March 4– April 12 Outdoor
Flyers March 4– April 12 Outdoor
Radio March 4– April 12 FM RADIO
Press conference April 3
Metal festival April 12 Polyforum Siqueiros

The Situation:
Casa de la Amistad is a non-profit organization that helps underprivileged children fight cancer.

They provide specific cancer treatments and support children and youth in Mexico. The opportunity was in making a hair donation campaign, to not only collect as much hair necessary, but also to create a PR event to help position Casa de la Amistad so that more people could find out about the important work it does.

The Strategy:
The strategy lied in speaking to a donor that no one had spoken to: the metalhead, who has exactly what it takes to donate hair: length of over 25 cm, no dye and well taken care of.
We created The Hair Fest just for them, the first festival where the ticket was hair.
Our intention was to collect donor hair, but also to call society and the media´s attention in order to further publicize Casa de la Amistad´s work.