Putting the beard on the line
Faced with raising funds for the 2011 Oxfam Trailtrekker event, Executive Creative Director Simon Gill needed some help to hit the pledged target. Faced with a personal network suffering donation fatique we asked could we get people to part with their hard earned cash?
Prior to the event Simon had been cultivating an unruly beard which had started to take on epic proportions. It was clearly the best asset from which to gain support.
And so the idea was born. Its premise was simple - pledge enough cash and Simon would sport the beard of your choice while doing the endurance event - a great opportunity to make him look daft in the Dales
'Man walks into a barber shop' would showcase Simon's decision to put his beard on the line, show him enter the barber shop before prompting visitors to pick one of 8 beard styles available.
Voting was done through facebook 'Likes' and banter around the beards was generated on twitter and facebook.
After two weeks a challenger beard was introduced to keep interest and prompt return visits helping converting the simply interested into actual donators. Encouraging messages of support and promised humilation of Simon meant the target £2500 was achieved after only 3 weeks.
Several days before Traiktrekker event, the winning beard was shaved in by Sharps Barbers - who had agreed to do it for free - in return for inclusion on the promotions and in any possible press coverage.