BATTLE

TitleBATTLE
ClientSCHWARZKOPF & HENKEL
Product / ServiceMEN’S FRESH LIGHT HAIR COLOUR
CategoryA05. Pharmaceuticals, Beauty Products, Cosmetics & Toiletries
EntrantI&S BBDO Tokyo, JAPAN
Entrant Company:I&S BBDO Tokyo, JAPAN
Advertising Agency:I&S BBDO Tokyo, JAPAN
Production Company:KIRAMEKI Tokyo, JAPAN

Credits

Creative DirectorShinichi Yamashita
CopywriterYusuke Ito
Account ManagerToshihiro Suzuki
Account SupervisorYuzo Funaki
DirectorShinji Hamasaki
ProducerMasaru Kaku
EditorPpc
Sound Design/ArrangementMelody Punch
Music Artist/TitleCo-Key
Art DirectorHitomi Yagi
LightingRyo Shibata(L)/Shigeki Akiyama(Ca)
Post ProductionStudio Interfield
Other CreditsProduction Manager:Shoko Tamaru/Choreographer: Air:man/Art Designer: Ikuma Sakou

Brief Explanation

As the men’s hair-coloring market is dominated by large companies, the late-comer Fresh Light was faced with the challenge to gain a unique position with this first TVC at once. So we featured hoodlums/outlaws, who have been its core users but ignored by marketers. We positioned Fresh Light as an item to give them ‘color’ and ‘power,’ featuring two outlaw groups (‘hard outlaw’ gang and ‘soft outlaw’ gang) with bright-colored hair, fighting at a dance battle.