– Product Attention, Political Protest, Emancipatory Movement
Golden Look is the only professional hairdresser for curly hair in Berlin‘s Neukölln neighborhood yet it’s customer frequency is low.
Key Objectives - Draw attention to the shop. Promote awareness for the use of a barber-shop.
Strategy - Asylum Seeker’s Defense - A fictitious political movement of african refugees in Berlin emancipatory supported by Golden Look through body care.
The promotion of the fictitious protest movement with demonstrations to gain attention in the area of the barber-shop.
As a part of the Asylum Seeker’s Defense OOH disguised as protest posters is placed in the area of the shop. It is marked with a personalized hashtag to engage the target group and explain the campaign.