Harry Rosen has been tailoring men’s suits since 1954. And now the brand is making a slight alteration to its name. This Monday morning, people across Canada woke up to a peculiar site. After 67 years, Canada’s iconic luxury menswear retailer, Harry Rosen, had suddenly changed their name to ‘Hairy Rosen’. The signage on their flagship store in Downtown Toronto had been changed, as well as on their website, all social channels, and even employee email signatures. Canadians took to social media to express their confusion and to notify Harry Rosen that their signage has been misspelt.
The sudden name change is part of the menswear retailer’s launch of premium men’s grooming products. Following up the temporary name change is a content series entitled ‘Different Strokes,’ that aims to change the conversation around men’s grooming. The series features six men from different cultural and professional backgrounds discussing a topic that men don’t often talk about: their personal grooming routine.
The series features men who are role models on the public stage and in their communities, including Justin Bieber and Ariana Grande guitarist Dan Kanter, TV host Joey Salmingo, and Indigenous educator Michael Solomon, among others. Each story reveals the different ways men groom: from the empowerment that comes with deciding to shave your head to the cultural significance of long hair for First Nations men.
This professional campaign titled 'Hairy' was published in Canada in May, 2021. It was created for the brand: Harry Rosen, by ad agency: Zulu Alpha Kilo. This Integrated medium campaign is related to the Beauty, Fashion, and Retail Services industries and contains 5 media assets. It was submitted over 2 years ago.
Advertising Agency: Zulu Alpha Kilo, Canada
CCO: Zak Mroueh
ECD: Wain Choi
CD/Writer: Nick Asik, George Ault
CD/Art Director: Jacob Gawrysiak
ACD/Art Director: Jenny Luong
Writer: Marco Buchar, Luke McNeil
Art Director: Michael Romaniuk, Anton Garneau
Designer: Jeff Watkins
Clients: Trinh Tran, Sarah Berger, Vanessa Marko
Agency Producer: Christine Taranco
Group Strategy Director: Tim Hopkins
Account Team: Mike Sutton, Michael Brathwaite, Erin McManus
Clients: Trinh Tran, Sarah Berger, Vanessa Marko, Paul Michel, Ben Kriz
PR Consultant: Rick Byun, Helen Choo, Micha Goddard
Production House: Zulubot
Director: Matt Barnett
Producer: Colleen Allen
Editor: Jessie Posthumus
Colourist: Jeffrey Zablotny
Audio: Six Degrees
Voice Director: Christian Goutsis
Audio Engineer: James Allinson
Photographer: Patrick Tomasso
Studio Director: James Graham
Studio Artist: Jeannette Downes