UNWANTED HAIR EXPOSED UNDER THE SUN

TitleUNWANTED HAIR EXPOSED UNDER THE SUN
ClientOMG CO.
Product/ServiceBEAUTY SALON L'ECRIN
CategoryB01. Posters
EntrantI&S BBDO Tokyo, JAPAN
Entrant Company I&S BBDO Tokyo, JAPAN
Advertising Agency I&S BBDO Tokyo, JAPAN

Brief Explanation

The poster is intended to remind those women of removing unwanted hair that is easily overlooked or left unshaved.

The Brief

Women have more opportunities to show their skin as the hot season comes. Since most Japanese women have black hair, unwanted body hair is easy to notice.

How the final design was conceived

Wavy cutouts are placed on a bikini bottom on a poster board. These cutouts normally blend in with the bikini design. However, when they are exposed to the sun, they make shadow and look like unwanted hair that is left unshaved. The poster uses a simple design and vivid colors to express an open feeling under the sun.

Indication of how successful the outcome was in the market

The poster was displayed on a wall near the beach. The unique message which would only appear under the sun contributed to an increase of inquiries to the salon.

Credits

Name Company Position
Yoshihisa Ogata I&S BBDO Exective Creative Director
Yoshiyuki Kaneko I&S BBDO Art Director/Designer
Kohei Omote I&S BBDO Copywriter
SEiBIDO SEiBIDO Printer