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勇敢的削减
案例简介：结果 2000 多名妇女在运动中捐赠了头发。几乎 500 个假发可以用这些做出来。37 顶级发廊现在免费提供。 战略 女人发现很难分开她们的长发。但很容易被时尚潮流说服。所以我们发明了一种捐赠，不像是捐赠: 感觉像是时尚。我们发明了一种新的发型，并称之为 bradvecut。我们给了 BraveCut 一个可识别的签名: 发型一边更短，另一边更长。然后在每个频道上推广它作为年度理发，每个理发都将被用来为癌症患者制作假发。 执行 为了让女性把头发捐给假发，我们发明了一种新的发型，我们称之为 bradvecut。我们剪的所有头发都变成了假发。所以捐赠不像是捐赠。感觉像是时尚。当罗马尼亚最受欢迎的电视节目主持人安德烈 · 马林在电视上直播时，我们帮助她变得很受欢迎，并获得了一个具有标志性元素的 BraveCut: 头发一边更长，另一边更短。理发被时尚杂志和时装秀所覆盖，直到它成为最新的潮流: 做好事又回到了时尚。 概要 在罗马尼亚，每天有 137 名妇女发现她们患有癌症。化疗期间，他们失去了头发和尊严。这是因为一顶天然假发的价格是罗马尼亚中等收入的三倍 -- 对于一个已经不得不支付治疗和特殊食物费用的女性来说，如果完全负担不起的话。捐赠头发会有所帮助，但不会在我们国家发生: 没有官方的收集中心，发廊也没有被指示收集。此外，很难让女性放弃长发。 相关性 出于所有正确的原因，我们利用媒体的力量将 BraveCut 变成了一个令人向往的发型趋势。让受欢迎的电视节目主持人现场剪头发，然后每次出现在电视上时就理发，这证明是有效的。此外，媒体在宣布这是 2016年的发型趋势方面落后了。 活动描述 我们发明了一种捐赠头发的模式，感觉不像捐赠。相反，它感觉像时尚。我们发明了一种新的发型，并称之为 bradvecut。任何人都可以在我们的合作伙伴发廊免费获得 BraveCut，收集的每一根头发都被用来为癌症治疗期间脱发的女性制作假发。我们在罗马尼亚获奖最多的造型师的帮助下设计了 BraveCut，以使它尽可能的令人向往和独特。我们给了 BraveCut 一个可识别的签名: 发型一边更短，另一边更长。然后，当名人在电视上直播勇者时，推广它，为其他人树立了潮流。 战略 我们知道女人对她们的长锁有多依恋 -- 这是她们形象的一部分。尤其是有个人品牌的名人。所以我们决定停止要求放弃一些东西 -- 相反，我们要求他们时尚。我们的任务？要求一个女人成为潮流引领者，并为所有正确的原因提供帮助。 执行 我们与全国获奖最多的发型师 Sorin Stratulat 一起设计了第一个表白发型，使其既可穿戴又可识别。当罗马尼亚最著名的电视节目主持人之一安德烈 · 马林在电视上直播剪头发并获得 BraveCut 时，我们推出了它。时尚杂志报道了新发型的消息，很快，每个人都想要一个，从当地名人到普通女性。发廊开始免费提供，他们都收到了一个特别的 BraveCut 促销工具包: 海报、收发袋、贴纸等等。BraveCut 作为发型设计的潮流成为了一个全国性的轰动: 如果你穿上它，你不仅会时尚，而且会为了一个好的事业捐赠。你可以在任何地方看到它，从时装走秀，到电视节目和新闻，到其他品牌的广告。主要大学要求弹出式发廊 相关性 人们已经通过戴粉色丝带宣布支持癌症妇女。虽然很高贵，但可悲的是，戴粉色丝带实际上什么也没做。Fundatia Renasterea 想给罗马尼亚人一个机会，让他们真正做一些可以支持癌症患者的事情，所以我们决定开始一个捐赠项目，为那些掉了头发的女性的假发梳头化疗期间将免费接受。 活动描述 为了让女性把头发捐给假发，我们发明了一种新的发型，我们称之为 bradvecut。我们剪的所有头发都变成了假发。所以捐赠不像是捐赠。感觉像是时尚。当罗马尼亚最受欢迎的电视节目主持人安德烈 · 马林在电视上直播时，我们帮助她变得很受欢迎，并获得了一个具有标志性元素的 BraveCut: 头发一边留得更长，另一边留得更短。理发被时尚杂志和时装秀所覆盖，直到它成为最新的潮流: 做好事又回到了时尚。 概要 在罗马尼亚，每天有 137 名妇女发现她们患有癌症。化疗期间，他们失去了头发和尊严。这是因为一顶天然假发的价格是罗马尼亚中等收入的三倍 -- 对于一个已经不得不支付治疗和特殊食物费用的女性来说，如果完全负担不起的话。捐赠头发会有所帮助，但不会在我们国家发生: 没有官方的收集中心，发廊也没有被指示收集。此外，很难让女性放弃长发。 结果 到目前为止，2400 多名妇女捐赠了 Bravecut。这相当于 92千克的头发，可以变成 750 假发。我们有超过 40 个免费的合作伙伴沙龙。BraveCut 在 7 个不同的电视频道上覆盖了 47 个媒体。
勇敢的削减
案例简介：Outcome More than 2000 women donated their hair in the campaign. Almost 500 wigs could be made out of these. 37 top hair salons are now offering it for free. Strategy Women find it hard to part with their long hair. But are easily persuaded by fashion trends. So we invented a donation that didn’t feel like a donation: it felt like fashion. We invented a new haircut and called it the BraveCut. We gave BraveCut a recognizable signature: the haircut is shorter on one side and longer on the other. Then promoted it on every channel as the haircut of the year, where every hair cut would be used to make wigs for cancer patients. 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 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. Synopsis In Romania, 137 women find out they have cancer every day. During chemotherapy, they lose they hair and with it, their dignity. That’s because a natural hair wig costs three times the medium income in Romania- which, for a woman already having to pay for treatment and special food, if completely unaffordable. Hair donations would help, but don’t happen in our country: There is no official collection center and hair salons aren’t instructed to collect it. Moreover, it’s hard to make women give up their long hair. Relevancy We used the power of media to turn BraveCut into a desirable haircut trend, for all the right reasons. Getting popular TV presenters on board to cut their hair live and then wear the haircut every time they appeared on TV proved to be effective. Also, the press got behind in declaring it the haircut trend of 2016. Campaign Description We invented a hair donation model that didn’t feel like a donation. Instead, it felt like fashion. We invented a new haircut and called it the BraveCut. Anyone could get a BraveCut for free at one of our partner hair salons, and every hair collected was used to make wigs for women who had lost their hair during cancer treatment.We designed the BraveCut with the help of the most awarded stylist in Romania, in order to make it as desirable and unique as possible. We gave BraveCut a recognizable signature: the haircut is shorter on one side and longer on the other. Then promoted it when celebrities got Bravecuts live on TV, setting the trend for everyone else. 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. Execution 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 trend in hairstyling: if you would wear it, you would not only be in fashion, but have donated for a good cause. You could see it everywhere from fashion catwalks, to TV shows and news, to other brands commercials. Pop up hair salons were requested by major universities Relevancy People were already declaring their support for women with cancer by wearing a pink ribbon. And while very noble, sadly, wearing a pink ribbon didn’t actually do anything. Fundatia Renasterea wanted to give Romanians a chance to actually do something that could support cancer patients for real and so we decided to start a donation program that would raise hair for wigs that women who lost their hair during chemo would receive for free. Campaign Description 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. Synopsis In Romania, 137 women find out they have cancer every day. During chemotherapy, they lose they hair and with it, their dignity. That’s because a natural hair wig costs three times the medium income in Romania- which, for a woman already having to pay for treatment and special food, if completely unaffordable. Hair donations would help, but don’t happen in our country: There is no official collection center and hair salons aren’t instructed to collect it. Moreover, it’s hard to make women give up their long hair. Outcome So far more than 2400 women donated with a Bravecut. That amounts to 92 kg of hair that can be turned into 750 wigs. We had over 40 partner salons where the cut was free. BraveCut appered in 47 media coverages, on 7 different tv channels.
Brave Cut
案例简介：结果 2000 多名妇女在运动中捐赠了头发。几乎 500 个假发可以用这些做出来。37 顶级发廊现在免费提供。 战略 女人发现很难分开她们的长发。但很容易被时尚潮流说服。所以我们发明了一种捐赠，不像是捐赠: 感觉像是时尚。我们发明了一种新的发型，并称之为 bradvecut。我们给了 BraveCut 一个可识别的签名: 发型一边更短，另一边更长。然后在每个频道上推广它作为年度理发，每个理发都将被用来为癌症患者制作假发。 执行 为了让女性把头发捐给假发，我们发明了一种新的发型，我们称之为 bradvecut。我们剪的所有头发都变成了假发。所以捐赠不像是捐赠。感觉像是时尚。当罗马尼亚最受欢迎的电视节目主持人安德烈 · 马林在电视上直播时，我们帮助她变得很受欢迎，并获得了一个具有标志性元素的 BraveCut: 头发一边更长，另一边更短。理发被时尚杂志和时装秀所覆盖，直到它成为最新的潮流: 做好事又回到了时尚。 概要 在罗马尼亚，每天有 137 名妇女发现她们患有癌症。化疗期间，他们失去了头发和尊严。这是因为一顶天然假发的价格是罗马尼亚中等收入的三倍 -- 对于一个已经不得不支付治疗和特殊食物费用的女性来说，如果完全负担不起的话。捐赠头发会有所帮助，但不会在我们国家发生: 没有官方的收集中心，发廊也没有被指示收集。此外，很难让女性放弃长发。 相关性 出于所有正确的原因，我们利用媒体的力量将 BraveCut 变成了一个令人向往的发型趋势。让受欢迎的电视节目主持人现场剪头发，然后每次出现在电视上时就理发，这证明是有效的。此外，媒体在宣布这是 2016年的发型趋势方面落后了。 活动描述 我们发明了一种捐赠头发的模式，感觉不像捐赠。相反，它感觉像时尚。我们发明了一种新的发型，并称之为 bradvecut。任何人都可以在我们的合作伙伴发廊免费获得 BraveCut，收集的每一根头发都被用来为癌症治疗期间脱发的女性制作假发。我们在罗马尼亚获奖最多的造型师的帮助下设计了 BraveCut，以使它尽可能的令人向往和独特。我们给了 BraveCut 一个可识别的签名: 发型一边更短，另一边更长。然后，当名人在电视上直播勇者时，推广它，为其他人树立了潮流。 战略 我们知道女人对她们的长锁有多依恋 -- 这是她们形象的一部分。尤其是有个人品牌的名人。所以我们决定停止要求放弃一些东西 -- 相反，我们要求他们时尚。我们的任务？要求一个女人成为潮流引领者，并为所有正确的原因提供帮助。 执行 我们与全国获奖最多的发型师 Sorin Stratulat 一起设计了第一个表白发型，使其既可穿戴又可识别。当罗马尼亚最著名的电视节目主持人之一安德烈 · 马林在电视上直播剪头发并获得 BraveCut 时，我们推出了它。时尚杂志报道了新发型的消息，很快，每个人都想要一个，从当地名人到普通女性。发廊开始免费提供，他们都收到了一个特别的 BraveCut 促销工具包: 海报、收发袋、贴纸等等。BraveCut 作为发型设计的潮流成为了一个全国性的轰动: 如果你穿上它，你不仅会时尚，而且会为了一个好的事业捐赠。你可以在任何地方看到它，从时装走秀，到电视节目和新闻，到其他品牌的广告。主要大学要求弹出式发廊 相关性 人们已经通过戴粉色丝带宣布支持癌症妇女。虽然很高贵，但可悲的是，戴粉色丝带实际上什么也没做。Fundatia Renasterea 想给罗马尼亚人一个机会，让他们真正做一些可以支持癌症患者的事情，所以我们决定开始一个捐赠项目，为那些掉了头发的女性的假发梳头化疗期间将免费接受。 活动描述 为了让女性把头发捐给假发，我们发明了一种新的发型，我们称之为 bradvecut。我们剪的所有头发都变成了假发。所以捐赠不像是捐赠。感觉像是时尚。当罗马尼亚最受欢迎的电视节目主持人安德烈 · 马林在电视上直播时，我们帮助她变得很受欢迎，并获得了一个具有标志性元素的 BraveCut: 头发一边留得更长，另一边留得更短。理发被时尚杂志和时装秀所覆盖，直到它成为最新的潮流: 做好事又回到了时尚。 概要 在罗马尼亚，每天有 137 名妇女发现她们患有癌症。化疗期间，他们失去了头发和尊严。这是因为一顶天然假发的价格是罗马尼亚中等收入的三倍 -- 对于一个已经不得不支付治疗和特殊食物费用的女性来说，如果完全负担不起的话。捐赠头发会有所帮助，但不会在我们国家发生: 没有官方的收集中心，发廊也没有被指示收集。此外，很难让女性放弃长发。 结果 到目前为止，2400 多名妇女捐赠了 Bravecut。这相当于 92千克的头发，可以变成 750 假发。我们有超过 40 个免费的合作伙伴沙龙。BraveCut 在 7 个不同的电视频道上覆盖了 47 个媒体。
Brave Cut
案例简介：Outcome More than 2000 women donated their hair in the campaign. Almost 500 wigs could be made out of these. 37 top hair salons are now offering it for free. Strategy Women find it hard to part with their long hair. But are easily persuaded by fashion trends. So we invented a donation that didn’t feel like a donation: it felt like fashion. We invented a new haircut and called it the BraveCut. We gave BraveCut a recognizable signature: the haircut is shorter on one side and longer on the other. Then promoted it on every channel as the haircut of the year, where every hair cut would be used to make wigs for cancer patients. 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 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. Synopsis In Romania, 137 women find out they have cancer every day. During chemotherapy, they lose they hair and with it, their dignity. That’s because a natural hair wig costs three times the medium income in Romania- which, for a woman already having to pay for treatment and special food, if completely unaffordable. Hair donations would help, but don’t happen in our country: There is no official collection center and hair salons aren’t instructed to collect it. Moreover, it’s hard to make women give up their long hair. Relevancy We used the power of media to turn BraveCut into a desirable haircut trend, for all the right reasons. Getting popular TV presenters on board to cut their hair live and then wear the haircut every time they appeared on TV proved to be effective. Also, the press got behind in declaring it the haircut trend of 2016. Campaign Description We invented a hair donation model that didn’t feel like a donation. Instead, it felt like fashion. We invented a new haircut and called it the BraveCut. Anyone could get a BraveCut for free at one of our partner hair salons, and every hair collected was used to make wigs for women who had lost their hair during cancer treatment.We designed the BraveCut with the help of the most awarded stylist in Romania, in order to make it as desirable and unique as possible. We gave BraveCut a recognizable signature: the haircut is shorter on one side and longer on the other. Then promoted it when celebrities got Bravecuts live on TV, setting the trend for everyone else. 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. Execution 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 trend in hairstyling: if you would wear it, you would not only be in fashion, but have donated for a good cause. You could see it everywhere from fashion catwalks, to TV shows and news, to other brands commercials. Pop up hair salons were requested by major universities Relevancy People were already declaring their support for women with cancer by wearing a pink ribbon. And while very noble, sadly, wearing a pink ribbon didn’t actually do anything. Fundatia Renasterea wanted to give Romanians a chance to actually do something that could support cancer patients for real and so we decided to start a donation program that would raise hair for wigs that women who lost their hair during chemo would receive for free. Campaign Description 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. Synopsis In Romania, 137 women find out they have cancer every day. During chemotherapy, they lose they hair and with it, their dignity. That’s because a natural hair wig costs three times the medium income in Romania- which, for a woman already having to pay for treatment and special food, if completely unaffordable. Hair donations would help, but don’t happen in our country: There is no official collection center and hair salons aren’t instructed to collect it. Moreover, it’s hard to make women give up their long hair. Outcome So far more than 2400 women donated with a Bravecut. That amounts to 92 kg of hair that can be turned into 750 wigs. We had over 40 partner salons where the cut was free. BraveCut appered in 47 media coverages, on 7 different tv channels.
勇敢的削减
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Brave Cut
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