|Brand||HAIR SALON LUCELISS|
|Product / Service||HAIR SALON LUCELISS|
|Category||A02. Flyers, Tickets, Invitations, Postcards, Calendars, Christmas and Other Greetings Cards|
|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|
|Yoshiyuki Kaneko||I/S Bbdo||Art Director/Designer|
|Nissha Printing||Nissha Printing Co./Ltd.||Printer|
We used the Japanese traditional art of Origami (paper folding) which allows us to create various shapes using a piece of paper and created a DM that can be folded into a variety of hairstyles.
Our client was a small hair salon. They needed a tool to promote their newly-opened hair salon. The challenge was that the customers of hair salons have different tastes when it comes to hairstyles and it would be difficult to appeal to such a broad range of people using just one tool.
The DM is rectangular-shaped to allow for various hairstyles from short to long hair. The face is obliquely positioned so that the chin can be folded to shape a beard. It is designed to look gender-neutral so that it can be either a man or a woman by folding a beard or different hairstyles.
We created a variety of DMs just by printing one DM design only. The DM contributed greatly to attract a variety of people by showcasing different kinds of hairstyles such as female, male, long hair, short hair etc. fitting with each person passing by the salon.