[Red Dot: Junior Award]
SCAD Savannah College of Art and Design, Savannah, Georgia, USA
Brian Madert, Nick Lamando, SCAD
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.