Hed Salon in Montreal commissioned this religiously risky newpaper and billboard campaign, featuring Jesus, Mary and Joseph with hair designs for the twenty first century. The posters feature the text, “May Your Will Be Done”. People are walking into the hair salon asking for the Jesus cut or the Mary cut. The ads, based on original oil paintings by Quebec City artist Philippe Nadeau, draw on the styles of ancient icons. Needless to say, not everyone is impressed.
The Hed Salon Trinité campaign was developed at newly merged advertising agency Amen.Epoxy, Montreal, by creative director/copywriter Nicolas Massey, art director Carl Robichaud, with illustrator Philippe Nadeau.