Bronx Beard Billboard.
Bronx has been making genuine leather shoes for real South African men since 1992. Work shoes, play shoes, no fuss shoes for manly men who expect nothing less. Over the last 10 years however, an influx of cheap foreign made shoes had hit our shores. We had to remind South African men that only handcrafted shoes, made with genuine leather were “man enough” for them. With a small budget we built a billboard that grew a beard via social media interactions.
Beard Font and Digital Design
Any good beard growing billboard and digital campaign, needs a beard growing font. So, we designed one. In fact our entire FB page became rather hirsute.
Earned Media and PR
Our beard billboard got a lot of exposure via radio, press, news sites and of course social media. So much so, that the captain of the Gauteng Lions rugby team challenged us to a beard grow off.
Off a budget of just R360,000 we grew Bronx Shoes FB page by 1000 likes a week. More importantly however, Bronx recorded their best sales figures since launching in 1992. As an interesting side note, we achieved international exposure with people from Spain growing our beard the most.
Team:
ECD: Kelly Putter
Copywriter: Dominique Sweigers
Art Director: Alexi Mcarthy and Yolandie Breytenbach
Digital Manager: Dan Mayburgh
Client Service: Jonty Fisher.
Awards:
Silver Loerie
Creative Circle ad of the month