|Title||WHAT IS HOLDING YOU BACK|
|Product / Service||ANGELICA|
|Entrant||I&S BBDO Tokyo, JAPAN|
|Entrant Company||I&S BBDO Tokyo, JAPAN|
|Advertising Agency||I&S BBDO Tokyo, JAPAN|
|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|
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.
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.
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.
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.