Cutting Through
The Chaos.
Kiki Barber Shop was invisible behind a wall of construction. We used radical honesty to turn the mess into a marketing asset.
Richmond Road, Ottawa
Construction Zone
The Barrier
LRT construction turned Richmond Road into an obstacle course. Potential customers assumed the shop was inaccessible or closed.
The Insight
Ignoring the chaos feels fake. Acknowledging it with humor builds immediate trust and solidarity with locals who are also annoyed by it.
The Copy Strategy
Honesty + Humour. We didn't promise a quiet street. We promised a great cut worth the trek. Simple, punchy, human.
The Creatives
We Fix Heads. Not Roads.
Construction outside?
No problem.
The street may be closed, but KIKI Barber Shop is always open.
Walk in looking stressed. Walk out looking sharp.
The Only Line That Matters
The streets can take their time
Your haircut doesn’t have to
Book your chair today.
We Handle the Real Fix
Driving the final decision. We acknowledged the road is broken, but positioned the haircut as the immediate, satisfying 'fix' you can control. The copy directs users to ignore the mess and walk in.
Campaign Results
Visibility Restored.
The campaign successfully clarified that the shop was open for business. By using the construction as a visual hook rather than hiding from it, engagement rates on social posts increased significantly compared to previous generic content.