Image Campaign

American Crew

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The rebranding of American Crew does not aim at promoting pomade as a higher-end beauty product for glossy magazines, but as a bold product. To do this, a nostalgic world is created through pictures that show masculine role models primping their hair. The classical black-and-white photos demonstrate that hair care with pomade has a longstanding tradition. While the pictures and the catchy texts convey an old-school feel and a sense of reliability, the intentionally exaggerated details also have a humorous note.

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