From pitch to stage: 1,500+ people and 60+ barbers.

Barbering was booming, and New Zealand had no event built around it. During my first stint at Verve, I helped research the concept for BarberCraft and pitch it to HITO, the industry training organisation, winning the business for the agency. HITO’s aim: recognise barbers’ skills and show barbering as a career.

BarberCraft debuted in 2016. When I returned to Verve as senior producer later that year, I took on planning and delivering the second one, at Shed 10 on Auckland’s waterfront. I directed and programmed the event, ran the logistics, led the marketing and media, sold and renewed the trade stands, and hosted from the stage.

The centrepiece was the Battle of the Barbers: more than 60 barbers, from seasoned pros to apprentices, going head to head across five categories. Around it ran live demonstrations and an expo of men’s grooming and lifestyle brands, with Movember on board as charity partner.

More than 1,500 people came through. One of the judges called it the biggest barbering event in the country, and the NZ Herald, Te Ao Māori News and RNZ all covered it.

Results

• 1,500+ people over two days

• 60+ barbers competing across five categories

• Coverage from the NZ Herald, Te Ao Māori News and RNZ