WHAT IS HOLDING YOU BACK

TitleWHAT IS HOLDING YOU BACK
BrandMINUTES SYSTEM
Product / ServiceANGELICA
CategoryA01. Posters
EntrantI&S BBDO Tokyo, JAPAN
Entrant Company I&S BBDO Tokyo, JAPAN
Advertising Agency I&S BBDO Tokyo, JAPAN

Credits

Name Company Position
Yoshihisa Ogata I/S Bbdo Exective Creative Director
Hiroyuki Nakazato I/S BBDO Art Director
Takahiro Sakai I/S BBDO Copywriter
Grant Barton I/S BBDO Copywriter
Risa Fukui Freelance Illustrator

Brief Explanation

By using the traditional Japanese art of “kirie” (paper cutout), we wanted to express the annoyance that women feel from unwanted hair. The lines created by the paper cutout represent the unwanted hair women have on their bodies and symbolize the stress they feel. The intended outtake of the work is that Angelica can help you remove the unwanted hair so that you can free yourself and be more confident.

The Brief

Japanese women were becoming less active in life and love because of unwanted hair; the hair made them feel unhappy and not very beautiful. Angelica, a waxing salon, wanted to help alleviate this unwanted stress.

How the final design was conceived

We used this design idea in order to highlight that Angelica understands just how annoying unwanted body hair can be, and how it makes women feel distressed and unhappy.

Indication of how successful the outcome was in the market

The poster drew a lot of interest from people. The target responded positively to the messaging and design, and as a result also viewed Angelica in a positive light.