The creative execution delivered the message in a barbershop, where the audience is captive for at least 30-45 minutes. This familiar place was transformed into something completely different, a basketball court. Had the execution been for a new car or household item, it would have been invasive. In this instance it augmented an ongoing conversation by placing the consumer in the actual environment that they were discussing and by surrounding them with their heros.

Our brief was to create buzz and initiate a conversation, so we transformed barbershops and targeted consumers where they live and play. This organic approach made an invaluable connection with key targets and communities, and motivated them to approach the game with a renewed sense of passion and optimism.