Heineken – Shear Genius

A Cut Above the Rest.

On the day that pubs and hairdressers re-opened in England after four months of lockdown, Heineken decided to offer free haircuts in pub gardens across the nation. This meant that people didn’t have to choose between a refreshing pint or a fresh trim. By installing mobile hairdressing units in pub gardens in London and the West Midlands, they could combine the two.

Kicking off proceedings in London at The Gregorian pub Bermondsey, celebrity hairstylist in residence Michael Douglas was busy giving customers hair some much needed TLC. All you had to do to take part was buy a pint of Heineken and sit back and wait for some celebrity styling on your lockdown locks.

As well as coming up with the original idea and providing on the ground support, we have created a social media campaign that covers all Heineken channels as well as encouraging users to share their experience by using the #ShearGenius hashtag. We have also created a round up film of the London activation that will launch next week and ensure the campaign lives beyond a single moment. The West Midlands activation is taking place on Friday.

The campaign was covered in key consumer and trade titles including The Telegraph, Glamour Magazine, Campaign and PR Week, listed in Contagious Magazine’s most creative campaigns in the world and has been run in other markets including Canada.