19 / Brand campaign
American Crew
Reframing men’s grooming for a brand moving beyond the salon.
American Crew needed a makeover if they wanted to connect directly with their male end-consumers instead of relying solely on salons and hairdressers to push their product for them.
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The situation.
This was becoming increasingly important as they grew their presence with retailers like Target.
And let’s face it, men need a better and bigger reason than the tired, crass promise of getting laid as an incentive to take care of themselves and look good.
