Objective: Have American Crew participate in the fast-growing mustache trend.

Insight: A great mustache is the perfect complement to a great hairstyle. Who better to introduce this look to a man than his barber? A strong relationship between barber and client results in barbers introducing looks to his client and propagating the mustache trend.

Problem: American Crew was losing market share to other brands that were early adopters.

Solution: Launched the Mustache Wax with a campaign that empowers barbers to participate in this styling trend with their trusted American Crew.


Credits: Lauren Nukes, Brian Duck, Joe Daley: Producers, Shaun Conrad: Director/DP/Editor, Justin Harrison: DP, David Raccuglia: Photographer