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Creative through-the-line agency, Cross Colours, has won a bronze medal in the illustration category of the 2008 New York Festivals International Advertising Awards, for the launch campaign for Floyd's 99 Barbershops.
American franchise Floyd's 99 Barbershops has crossed the Atlantic and opened its first shop in South Africa, in Fourways, Johannesburg. The launch campaign for this unique hairstyling concept was handled by Cross Colours, which took an eye-catching, off-the-wall approach to prime consumers for opening day.
Floyd's 99 is a destination in itself, the home of the experiential haircut, blending old-school barbershop charm with a modern, rock and technology vibe.
Customers enjoy walk-in service, getting a great haircut in a funky environment complete with music and coffee on tap. Modern and retro meet with posters of rock stars, big screen TVs and Internet and gaming stations alongside retro barbershop furniture, from the stripey barbershop pole to vintage chairs.
“It's a fusion of retro-functionality and rock star iconography, and the creative and art direction had to reflect this,” says Jan Rech, creative director.
Music was the starting point for the creative concept, since “a Floyd's experience sticks in your head like a great tune”, the payoff line of the campaign.
Appropriating the titles of classic songs, such as Bob Marley's “Lively Up Yourself”, Cross Colours produced a series of posters and street pole advertisements, which was illustrated by Am I Collective, in the style of promotional rock posters. The pay-off line for the brand - "Music to your head" - reinforced the concept.
On opening day, the constant stream of people wanting to let the Floyd's 99 experience get to their heads was proof of the campaign's pulling power.
Visit our PRESS OFFICE: In 1995 three friends, Joanina Pastoll, Janine Rech and Adele Wapnick, broke away from an established advertising and design agency to start something they believed would be more agile, flexible and creative than what clients were used to. They called their agency Cross Colours. Andrew Broom and Craig Wapnick have since joined as partners, and Shona Danckwerts as an executive director.- more....
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