When the Gothenburg Opera put up a wild and modern version of the musical Hair we wanted the show’s identity and poster campaign to reflect the stage filled with young talents, witty dialogue and artistic graffiti. Therefor we engaged celebrated Swedish graffiti artist Gouge to paint and write on portraits of the leading characters. Some of the most famous song titels can be found among the tags for the ones who have a closer look. The original art work was sold at an auction were all the raised money was donated by the Opera to organisations that work with integration of young people.
The campaign won Gold in Svenska designpriset – The Swedish Design Price, Sweden’s biggest design competition.