News

Head Boards

Air New Zealand markets with a novel sign medium.

Published

15 years ago

February 21, 2009

Steve Aust Signs of the Times March 2009 Issue

Thirty California residents eagerly used their heads to promote Air New Zealand’s California to “Kiwi” service. Rather than exercising their gray matter within, however, they offered their shorn craniums as billboards.

Approximately 200 prospects converged in Los Angeles and auditioned for the opportunity to serve as walking advertisements. After the successful candidates’ heads had been shaven, body artists applied henna tattoos that read, “Need a Change? Head Down to New Zealand,” and remained for approximately two weeks. For their trouble, the models received $777 in cash (symbolic of the airline’s Boeing 777 fleet) or a round-trip ticket to a New Zealand destination.

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