ourWork: Publicity Stunts
Tangled "Locks of Love" DVD & Blu-ray Launch Event
Walt Disney Studios Distribution
Bungalow Salon, Los Angeles, CA
To celebrate the DVD & Blu-ray launch of Disney’s TANGLED, Paradigm worked with Disney and the “Locks of Love” charity to create a “hair-raising” event at celebrity-frequented Boulevard hair salon in Los Angeles. The event, heavily pre-promoted on local radio stations, drew scores of long-haired donors willing to snip off ten or more inches of their hair to donate to the cause; a public non-profit organization that provides hairpieces to financially disadvantaged children in the United States and Canada under age 21 suffering from long-term medical hair loss from any diagnosis.
Paradigm decorated the venue awning with a dimensional, 30’ custom “braid,” crafted to resemble Rapunzel’s braid in the film and custom branded clings were attached to the windows, providing a branded read from the street. Celebrity stylists donated their time and were on hand to give high-end haircuts to hair donors, transforming them from drab to fab. The event raised over $10,000 for the cause and participants donated over 30 feet of hair to the charity for the creation of future hairpieces.
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April 2011- Paradigm Shift turns 12 years young. For over a decade Paradigm Shift has been designing and producing award-winning events worldwide.