TBC developed a promotional strategy leveraging the relationship between Hair Cuttery and Washington Capitals and NHL superstar Alex Ovechkin. Even after signing the largest player contract in NHL history, Ovechkin remained a loyal Hair Cuttery client. Building off this authentic relationship, an integrated campaign was born with broad appeal. Creative elements included online, outdoor, POP and a customized OvieStyle Microsite — appealing to local hockey fans while maintaining a casual style sensibility that resonated with a broader target audience.