It's been 100 years since the birth of Nelson Mandela, who spent 27 years as a political prisoner before shepherding South Africa out of apartheid as its first black president. A new campaign from The Nelson Mandela Foundation and Philips celebrates his life and legacy by urging admirers to imitate not only Mandela's actions and outlook, but also his hairstyle.
In addition to his inspiring rhetoric, Mandela was known for his distinctive haircut, a straight line shaved down to the scalp running back from the forehead. Last month, Ogilvy Johannesburg launched "Shave to Remember," a campaign which will run through the end of the year.
An anthem spot directed by Kim Geldenhuys of 0307 Films features an excerpt of Mandela's inaugural address and a selection of real South Africans all sporting the hairstyle, speaking about what Mandela means to them and their country.
To make the campaign accessible to as many people as possible, Philips brought 30 barbers to a launch event in Johannesburg to give free haircuts for six hours. For the next six months, the company will sell limited edition "Shave to Remember" hair clippers, with proceeds going to The Nelson Mandela Foundation.