Cuttie Cut, a children’s hair salon in Toronto’s North York neighbourhood, is putting a twist on the tear-away poster. When you pull off a tab with salon info (designed to resemble a strand of hair), a child’s face is revealed.

The idea came when the salon asked Y&R Toronto to create something that would generate more buzz than the standard posters they had been putting up. ‘We wanted to take an untraditional approach to a traditional medium,’ says Zachary

Muir-Vavrina, art director at Y&R. ‘Turning the poster totally upside down is a great way of doing that.’

Cuttie did a test run of 50 posters in December and will roll out a larger splash this spring in areas surrounding the salon, as well as child-friendly locations such as community centres and daycares.