Title | MEAN MOTHER-IN-LAW |
Brand | NIHON CITRUS LABORATORY |
Product / Service | OUGONKA SHAMPOO |
Category | A05. Pharmaceuticals, Beauty Products, Cosmetics & Toiletries |
Entrant | DENTSU WEST JAPAN MATSUYAMA Matsuyama, JAPAN |
Entrant Company: | DENTSU WEST JAPAN MATSUYAMA Matsuyama, JAPAN |
Advertising Agency: | DENTSU WEST JAPAN MATSUYAMA Matsuyama, JAPAN |
Production Company: | SPACE Kagawa, JAPAN |
Credits | |
Creative Director | Hideki Bando |
Copywriter | Hideki Bando |
Advertiser's Supervisor | Ken Suzawa |
Planner | Hideki Bando |
Account Manager | Mitsuo Ozaki/Mitsuo Matsumoto |
Director | Kenji Fukumoto |
Producer | Hiroto Tada |
Editor | Kenji Fukumoto |
Sound Design/Arrangement | Takashi Watanabe/Hisashi Kumagai/Masahumi Watanabe |
Music Artist/Title | Presstone |
Art Director | Hideki Bando/Akira Oka |
Other Credits | Kohei Endo(Cg)/Takeshi Hasegawa(Production Maneger) |
This ad campaign originated from the concept that washing their hair is an important way for women to relieve stress and reset themselves. As a theme, we chose the strained relations between women who live with their mothers-in-law, a common cause of stress for women in their thirties and forties – the main target of this campaign. Employing a surprising conclusion, we illustrated the main features of OUGONKA shampoo, its foam with superb cleansing powers and refreshing citrus fragrance, by enveloping the stressful troubles in foam and boldly rinsing them away. The client, Nihon Citrus Laboratory (NCL), is the producer of OUGONJU - a hair restorer that has drawn considerable attention in Japan. The product’s characteristics are its citrus fragrance and high level of usability due to its refreshing natural ingredients. The client decided to manufacture OUGONKA shampoo in order to maintain an even cleaner scalp and help increase the hair restorer’s effectiveness. The task given us was to create a TV ad that would not only separate the product from those of its competitors, but also deliver an impact that major health care manufacturers would definitely not utilize.