In 2009, Saatchi & Saatchi Indonesia and Panasonic used visual wit to make grooming impossible to ignore. The concept was to show precision and purpose through an image that spoke for itself.
‘Wires’ showed a man’s nostrils perfectly aligned with a set of overhead power cables, making them appear as long, unruly nose hairs. The execution relied entirely on placement and perspective, turning a mundane location into the punchline. The result was funny, uncomfortable and instantly memorable.
Furthermore, it was part of a wider campaign that took familiar architecture to drive the product utility.
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The work won international recognition for humour and outdoor craft, praised for its clean art direction and smart use of environmental context. ‘Wires’ showed that the shortest path to impact, like a good trim, is the neatest one.
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