For our “Make the world a bearder place” campaign for men’s grooming leader Wahl, we put a spotlight on bearded men doing good in the world. We launched a contest to find the Most Benevolent Beards in America and reward these do-good guys with money for them and their charities. To promote it, we took Wahl’s giant mobile barbershop on the road. For each beard trimmed, Wahl donated $100 to local causes. The effort earned media praise, millions of impressions and thousands of social engagements.