Wieden + Kennedy London created what it claims is the "world's first ad made out of facial hair" to promote a TV show for U.K. comedy channel Dave. The agency approached bearded hipsters on the streets of London's Shoreditch and offered them money for selling their facial hair, turning the tufts into a poster.
The show, "24 Hours to go Broke," sends celebrities are sent to foreign locations, with the charge to blow 10,000 pounds as they wish. To promote it, W+K dreamed up a series of stunts, which it promoted on social media, in which it blew its marketing budget on crazy experiences. Along with the facial hair stunt, it tried to rebrand a fish and chip shop with the name of the show and persuaded a farmer to turn his cows into a neon-painted billboard. The brand also invited Twitter users to take a stab at advertising and create their own ads, in exchange for cash.