Perth agency Block is giving the design industry an extreme makeover with the "Spicers Guild of Xtreme Printing and Finishing," which enlists three manly men to pioneer some explosive printing and finishing techniques. An obvious spoof on reality TV shows that amp up manliness, the campaign wants to man up an industry prone to "manscaping" and "foppish hairdos."
Over the next four weeks, the three manly men will print, emboss and die cut paper, which will be used to create 3,000 calendars for 2012. Everything will be captured on video, with a new episode put up on the Spicers Facebook page every month. The campaign is for Australian paper company Spicers, which has enlisted Block before to create a 2011 calendar