PNC
MANE-ST-BRANCH
You did it, Jenn Garbach. “With this being our first-ever, in-person activation, we wanted to go big," said Gerbach, PNC’s chief marketing officer. "It was a statement that brought to life PNC's Brilliantly Boring approach to long-term investment.”
A hat trick? Try a hair trick.
I didn’t even realize hockey hair was a thing until PNC Bank’s attraction caused quite a buzz. (I know. Stop already.)
PNC Bank took its North Texas expansion to new creative heights with a bold, crowd-stopping pop-up experience in Dallas.
The “Mane St. Branch,” produced in partnership with the Dallas Stars and the National Hockey League Players' Association, delivered a blend of financial branding and hockey culture that drew fans and plenty of double-takes.
The installation’s centerpiece was a five-foot-tall foam mullet constructed from roughly 700 sections of synthetic, vibrant red hair. Positioned atop a faux barbershop façade, the display required 350 bottles of hairspray and resulted in a stylized mane whose collective strands could circle the earth two and a half times. Inside, the activation featured authentic barbershop chairs and a theme centered on celebrating growth — from hockey hair to financial success.
Fans also received a tangible memento of that message. PNC handed out 20,000 custom “hockey hair” hats inspired by the iconic flows of local hockey greats. Each hat, offered in four cuts and colors, was produced through a 30-step process to ensure style and quality.
“Our presence in North Texas is about more than opening branches, it's about building relationships and creating experiences that reflect the energy and ambition of this region,” said Brendan McGuire, PNC regional president for North Texas. “The Mane St. activation was a unique way to celebrate that commitment and show how PNC partners with communities to support growth that lasts.”
Across two nights, everyone from the Zamboni driver to the Dallas Stars mascot Victor E. Green donned the signature hats. Stars legend Craig Ludwig also appeared to meet fans, while Joanne Lovato of the Stars organization praised the installation for resonating with the team’s hockey-loving community.
The campaign, created with Arnold Worldwide and the NHLPA, took nearly a year from concept to execution and required a custom barbershop build assembled over two 12-hour days on PNC Plaza.