The Image Hair Group is one of the last barbershops in Germany offering both beard- and haircuts. To announce this service, a print and poster campaign was created based on our famous Moustair tumblr blog. Since the beard can be considered a man’s second hairdo, the images show bearded men whose heads are respectively doubled and pasted in a smaller-size copy below the moustache. Each moustache thus also becomes the head hair, creating a humorous double effect that makes the motifs truly eye-catching.

The Moustair phenomenon blew up fast, grabbing attention across big online platforms like UpRoxx, Laughing Squid, BuzzFeed, It’s Nice That and Trend Hunter, to name a few. It didn’t stop there – print media like Rolling Stone, Grazia, and New York Magazine picked it up too. The peak moment? It made it all the way to The Rachel Maddow Show on MSNBC. And in the perfect dramatic twist, Patton Oswalt officially declared the Meme “dead” during the New York Festival – Advertising Award, sealing its place as a weird and unforgettable cultural moment.