CROTCH HACK

TitleCROTCH HACK
BrandSEIREN CO.
Product / ServiceBLUE PANTS
CategoryA04. Targeted Ambient Media: Large Scale
EntrantDENTSU Tokyo, JAPAN
Entrant Company DENTSU Tokyo, JAPAN
Advertising Agency DENTSU Tokyo, JAPAN
Production Company TYO ID DIVISION Tokyo, JAPAN

Credits

Name Company Position
Takahiro Shimozono Dentsu Creative Director
Junta Yoshikawa Dentsu Communications Director
Tatsuhito Kobayashi Dentsu Communications Director
Yuji Higuchi Dentsu Art Director
Daisuke Kobayashi TYO Inc. ID Division Chief Producer
Kenji Takeda TYO Inc. ID Division Producer
Yosuke Endo TYO Inc. ID Division Production Manager
Takashi Obinata TYO Inc. ID Division Production Manager
Minako Hirayama TYO Inc. ID Division Production Manager
Hidenobu Tanabe Freelance Movie Director
Yoshitaka Murakami Freelance Cameraman
Taichi Masuda Freelance Music
Masato Tsutsui Arque Inc. Technical Director
Hiroki Kaji Freelance Programmer

The Brief

This campaign, which was executed through the development of direct and ambient media and video advertisements, featured in over 100 media and has a value of over 100 million web impressions. Compared to the previous year, the Blue Pants sales increased over 108%. Furthermore, this became an absolutely eye-catching piece of advertisement that all men could not help but take a glimpse of. The advertisement also succeeded in sending a message to consumers that“Blue Pants” helps keep the fresh after-bath smell.

Creative Execution

The Japanese deodorant underwear brand “Blue Pants”, which helps keep the fresh after-bath smell, had experienced slow sales and the goal was to solve this problem. Based on this main sales point of the product, we focused on Japanese public baths. In Japan, the way to enjoy public baths is to be completely naked, without a bathing suit. You cannot help being a bit conscious of others’ crotches and end up taking a glimpse at their reflections in the mirror without being noticed. Taking advantage of this psychology, we decided to use people’s crotches as media. This became an absolutely eye-catching piece of advertisement all men couldn't help but take a glimpse of. It also succeeded in sending a message to consumers that “Blue Pants” helps keep the fresh after-bath smell. The project was executed for 1 week from June 6th 2015 at a public bath called “DAINI-HINODEYU” in Tokyo.

Describe the creative solution to the brief/objective.

The target of the project was new male customers. Because “Blue Pants” helps keep the fresh after-bath smell, we thought that using the time spent bathing was the most effective method to advertise. Therefore, we made a new and unique advertisement “BLUE PANTS MIRROR,” which was a contributor to not only boosting sales of the Blue Pants, but also a pleasant surprise in Japanese public baths.

Results

Featured in over 100 media, the news of this mirror advertisement instantly spread nationwide, with a value of over 100 million web impressions. Compared to the previous year, the Blue Pants sales increased over 107%. Furthermore, this became an absolutely eye-catching piece of advertisement that all men could not help but take a glimpse of. The advertisement also succeeded in sending a message to consumers that“Blue Pants” helps keep the fresh after-bath smell.