Title | HOYU 3210 OUIOUI |
Brand | HOYU CO. |
Product / Service | 3210 OUIOUI |
Category | B03. Non-Food |
Entrant | APIS LABORATORY, JAPAN |
Entrant Company | APIS LABORATORY, JAPAN |
Advertising Agency | ASATSU-DK Tokyo, JAPAN |
Advertising Agency 2 | APIS LABORATORY, JAPAN |
Name | Company | Position |
---|---|---|
Junki Arai | Asatsu-Dk Inc. | Account Executive |
Shigeru Matsuda | Asatsu-Dk Inc. | Senior Account Executive |
Nobuyuki Tanaka | Asatsu-Dk Inc. | Account Team Leader |
Ken Matsuda | Asatsu-Dk Inc. | Copywriter |
Kumi Imai | Apis Laboratory Inc. | Art Director/Designer |
Go Nakano | Asatsu-Dk Inc. | Art Director |
Hanae Yamamuro | Asatsu-Dk Inc. | Art Director |
Jiro Kanahara | Asatsu-Dk Inc. | Creative Director |
“Awaken basic instincts” was the concept we sought to convey through the packaging. Beyond creating a new look, total styling freedom not only rejuvenates the hair but also awakens slumbering instincts.
3210 ouioui is a styling product line targeting fashion-sensitive young people in their teens and 20s. Each of the six styling products provides a specific holding power and finish. Sold primarily through salons, the objective was to create products that would trigger conversations and create an opportunity for purchases.
Featuring six animal characters created by illustrator Yuko Kondo, the six items are styled to personify the “basic instincts.” Assigning personalities, professions and relationships to each character, we developed a character-based campaign synchronizing both character and product characteristics.
133% of the target was achieved three months after the start of sales. 100% of the target was achieved half year after the start of sales. These packages were easy to understand the product characteristic , so these were helpful for hair designer to communicate with customers.