| Title | WATCH ME SHINE! |
| Brand | UNILEVER JAPAN CUSTOMER MARKETING |
| Product / Service | LUX SUPER RICH SHINE |
| Entrant | ASATSU-DK Tokyo, JAPAN |
| Entrant Company | ASATSU-DK Tokyo, JAPAN |
| Advertising Agency | ASATSU-DK Tokyo, JAPAN |
| Production Company | ADK ARTS Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Hiroaki Saito | ASATSU/DK INC. | Account Director |
| Yui Takeshima | ASATSU/DK INC. | Account Executive |
| Toshihiro Kaneyuki | ASATSU/DK INC. | Executive Creative Director |
| Ryusuke Dohi | ASATSU/DK INC. | Creative Director |
| Tetsufumi Takei | ASATSU/DK INC. | Art Director |
| Kenshiro Suzuki | ASATSU/DK INC. | Communication Planner |
| Yoshihiro Kozuka | ASATSU/DK INC. | Communication Planner |
| Asako Sorimachi | ASATSU/DK INC. | Senior Strategic Planner |
| Yuki Kitayama | ASATSU/DK INC. | Senior Magazine Media Planner |
| Isao Cho | ASATSU/DK INC. | Magazine Media Planner |
| Futaba Nakashima | ASATSU/DK INC. | Media Plan Director |
| Yosuke Onuma | ASATSU/DK INC. | Senior Media Planner |
| Kohei Ono | ASATSU/DK INC. | Media Planner |
| Shuichi Kenda | ASATSU/DK INC. | Digital Media Planner |
| Yoshitaka Fujimori | ASATSU/DK INC. | Digital Media Planner |
| Ryosuke Asai | ASATSU/DK INC. | Digital Media Planner |
| Masashi Ariizumi | ASATSU/DK INC. | Communication Planner |
| Takako Nishihata | ADK Arts Inc | Copy Writer |
| Kensaku Kakimoto | Office/Saku | Film Director |
| Masashi Ohno | Film Producer | Niban Kobo Inc. |
In Japan, women have not been in the workforce for a long time. There are traditional message that marriage is the ideal for women. From these cultural background, there are many Japanese women who find it difficult to openly express their thoughts or feelings. At the same time, there has been a tendency for Japanese women to stick to routine and be reluctant to make changes. In the category of hair care, as well, damage-care products that appeal to a conservative audience have dominated the market until now. Deep down, however, our target women want to stand out and express themselves more. To guide our target women to their new life of values, we presented a brand new female image that is high-achieving and shining with confidence—that challenges herself by hungrily trying new things to get closer to her ideal self.
We presented a female image that is high-achieving and shining with confidence—that challenges herself by hungrily trying new things to get closer to her ideal self. The web movie reached over 1,000,000 views, The brand’s image improved 8.8 ％ The shares increased 145％and gain the top spot in shampoo sales!!
We put the main message “I’m braver than you think. Watch me shine.” in the middle of our campaign and used three biggest media in the country. Ideal female image: High-achieving and shining with confidence—that challenges herself by hungrily trying new things to get closer to her ideal self. Media 1 : Web Movie Advertised LUX’s message by inserting it into a video that shows various women expressing themselves freely and enjoying life Media 2 : Web Site Facebook users could choose a scene they liked from the movie on our website, and post it along with their own words, such as “I want to shine!” The user’s statements spread over SNS. Media 3 : TV Program We collaborated with TV programs that have an influence on our target, and created a segment that used LUX’s message as its main theme.