BRYLCREEM BARBER EXPERIENCE

Creative Director | JWT London | Brand Activation, Experiential, Social

CHALLENGE

Brylcreem is one of the most iconic hair styling brands in Britain. Proud since 1928, it built its name on a single strap line: "A little dab'll do ya." In the 21st century the brand was thriving in India through cricket sponsorships, including individual players and the IPL. In the UK the heritage was intact. The relevance was not. The question was how to reactivate it.

INSIGHT

To achieve a quiff or a pomp you need more than the product. You need the right comb. In the 1950s men carried their combs the way we carry our phones today. The look, the product, and the comb were inseparable. If those three things belong together, bring them back together. Do it with a modern twist.

SOLUTION

We turned a pop-up London barber shop into a personalised 3D comb printing factory. An online booking system let customers reserve a 45-minute tailored experience: the wash, the cut, the shave, and the banter. As each customer arrived, the system triggered a 3D printer that began building their personalised comb right in front of them. A comb built from scratch takes 45 minutes. By the time the barber was done, so was the printer. Every customer left with a new look, their own comb, and a discount on the product range.

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