Title | BATTLE |
Brand | SCHWARZKOPF & HENKEL |
Product / Service | MEN’S FRESH LIGHT HAIR COLOUR |
Category | A05. Pharmaceuticals, Beauty Products, Cosmetics & Toiletries |
Entrant | I&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 Director | Shinichi Yamashita |
Copywriter | Yusuke Ito |
Account Manager | Toshihiro Suzuki |
Account Supervisor | Yuzo Funaki |
Director | Shinji Hamasaki |
Producer | Masaru Kaku |
Editor | Ppc |
Sound Design/Arrangement | Melody Punch |
Music Artist/Title | Co-Key |
Art Director | Hitomi Yagi |
Lighting | Ryo Shibata(L)/Shigeki Akiyama(Ca) |
Post Production | Studio Interfield |
Other Credits | Production Manager:Shoko Tamaru/Choreographer: Air:man/Art Designer: Ikuma Sakou |
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.