Awards Case Studies Out of Home Case Studies Media

Harry's on how seeing the big picture delivered big sales


By The Drum, Editorial

December 5, 2023 | 3 min read

Shave brand Harry's partnered with respected artist Kevin Lyons to launch and promote a limited edition shave set in New York. Their eye-catching creation grabbed attentions not only of consumers, but also the judges of The Drum Awards for Out Of Home, where it picked up the Handpainted Mural or Display Award. Here is the award-winning case study.

Harry’s partnered with monstrous artist Kevin Lyons to produce a limited-edition capsule collection shave set. For all the Lyons lovers, the set was decked out with custom artwork, a sticker sheet hand-drawn by Lyons, a teal Truman Handle, and other shaving essentials.

Harry’s needed to use its campaign budget effectively and impactfully, so it engaged Colossal Media to add the human touch of hand paint to a Monster-friendly canvas. This campaign's overarching objective was to market and sell this limited-edition capsule shave set to 18-34 year-old adults with New York as the selected market.

The Harry’s media plan included a Colossal Media hand-painted mural featuring custom artwork by Kevin Lyons that ran from 4/21/23 to 5/14/23. The art mirrored the capsule collection's shave set packaging and included a QR code that sent mural visitors to purchase the set online. The selected wall for said mirror is home to the best view of Bushwick’s booming and eclectic scenes with the unit being just steps from Roberta’s legendary pizza and en route to their two-Michelin-starred sibling restaurant, Blanca.

Harry’s punctuated the post date with a pop-up event, creating a Brooklyn destination with sweet treats, coffee, and Harry’s products. Lyons was in attendance at the wall, promoting the collaboration alongside the official Harry’s brand account and select influencer ambassadors. The explosion of digital content (produced by Colossal Studios) partnered with social media amplification of mural progress and campaign videos turned this one, place-based Bushwick mural into an OOH global event.

This campaign is an example of how place-based OOH can be leveraged to generate powerful metrics in the digital sphere. This single-wall, content-driven, artist-collaboration campaign garnered significant engagement on-site and online, ultimately resulting in the limited-edition set selling out completely and becoming a collector's item.

This campaign outperformed social media metric expectations with a 7.3% engagement rate on a mural campaign recap video, reaching 7,500+ accounts, garnering 8,000+ views, and securing 500+ post engagements. And that was all from Colossal’s Instagram metrics.

Harry’s shared in-progress and completed mural painting videos on their Instagram with each video getting more than 1 million views. Finally, in this artist collaboration with Kevin Lyons, the Monsters-famous artist shared two reels of the mural’s paint progressive storytelling from mixing and matching Pantone swatches with the Colossal paint team to pouncing and painting the Harry’s Monsters mural. One received 10.5K+ views and the other raised the bar at 17.2K+ views.

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