FIGHT YOUR AGE

TitleFIGHT YOUR AGE
ClientBODY SHAPE CORPORATION GROUP
Product / ServiceHAIR MAX SHAMPOO
CategoryB01. Posters
EntrantJ. WALTER THOMPSON BANGKOK, THAILAND
Entrant Company J. WALTER THOMPSON BANGKOK, THAILAND
Advertising Agency J. WALTER THOMPSON BANGKOK, THAILAND
Production Company VISIONARY GROUP Bangkok, THAILAND

Brief Explanation

Among many anti-hair fall products in Thai market, Body Shape Corporation group Co., Ltd., needs to visualize the life-stage of our target consumers and demonstrate product benefits in a different way that fits with the entertaining Thai context.

The Brief

Hair fall is one of the most significant problems in a man's life. Facing this problem, a man can't help but loses his self-esteem which reflects back on the relationships with others and the value he holds to self. Body Shape Corporation Group Co., Ltd, as the trusted brand in medical & cosmetic industry, understands how external appearance matter to one's life. The company, therefore, holds the desire to help by offering them the irresistible solution.

Results

The response from audience receives likable feedback that Body Shape Corporation group Co., Ltd. decides to publicize as a newspaper ad. Furthermore, the ad enhances the joyous feelings of the audience. In addition, this prevents them from stress which is also another cause of hair fall.

How the final design was conceived

Instead of showing the negative results from hair fall, we've come up with an idea to encourage our targets to fight with the problem they hardly escape, their ages. We demonstrate product benefits of strengthen hair root and reduce hair fall by designing the male character trying to hold & protect his hair from the 10-older-stage-avatars of himself. We distorted the reflection of reality to portray magical realism through caricature that combines photo shooting with computer-generated imagery techniques. As a local brand, our execution is carefully designed to reflect Thai entertainment that perfectly matches with the local Thai context.

Indication of how successful the outcome was in the market

The response from audience receives likable feedback that Body Shape Corporation group Co., Ltd. decides to publicize as a newspaper ad. Furthermore, the ad enhances the joyous feelings of the audience. In addition, this prevents them from stress which is also another cause of hair fall.

Credits

Name Company Position
Tay GuanHin J.Walter Thompson Singapore Global ECD Lux, SE Asia ECD
Satit Jantawiwat J.Walter Thompson Bangkok Chief Creative Officer
Supachai Toemtechatpong J.Walter Thompson Bangkok Creative Director
Napapatch Kantasil J.Walter Thompson Bangkok Associate Creative Director
Nattakorn Samintharapunya / Annop Khunwong / Supachai Toemtechatpong J.Walter Thompson Bangkok Art Director
Warunyoo Sorasetsakoon / Napapatch Kantasil J.Walter Thompson Bangkok Copywriter
Parinyaporn Srangsomwong J.Walter Thompson Bangkok Account Manager
Kiatsuda Chumjaijit J.Walter Thompson Bangkok Agency Producer
Visionary Group Visionary Group Production House