Spicers mocks the foppish haircuts, manscaping and metrosexuality of the design world

Paper brand Spicers is attempting to engage with the design community by poking fun at it.

The campaign, devised by brand consultancy Block, centres on the exploits of three men who are supposedly the antithesis of a stereotypical designer – they drive tanks, shoot guns and let off explosives.

Over the next month, Joe the ‘Brawn Identity’, Paulie ‘The Gun’ and Dave the ‘Number Cruncher’ will find extreme ways to print, emboss and cut paper. This will be filmed to make episodes for Spicer’s Facebook page, and to create 3,000 calendars.

The idea is to spoof reality TV shows such as American Chopper and Monster Garage to send up an industry “that is vulnerable to foppish hairdos, noiseless loafers and manscaping”, reads a press release from Block.

The Spicers Guild of Xtreme Printing and Finishing can be followed on Twitter.

“This campaign pokes fun at the prettiness of designers and the prettiness of their designs by giving the industry a not-so-metrosexual makeover. It’s design that make the ears bleed, which is incredibly fun to create,” said Mark Braddock, creative director of Block.

The first half of the calendar will be released in early 2012. The second half will incorporate extreme printing and finishing techniques suggested via Spicers Facebook and Twitter followers. It will be released in mid-2012.


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