HAIR-STYLE CHANGE ROOM

TitleHAIR-STYLE CHANGE ROOM
BrandUNILEVER JAPAN
Product / ServiceAXE BLACK
CategoryE03. Innovative Use of Technology
EntrantASATSU-DK Tokyo, JAPAN
Idea Creation ASATSU-DK Tokyo, JAPAN
Media ASATSU-DK Tokyo, JAPAN
PR ASATSU-DK Tokyo, JAPAN
Production ASATSU-DK Tokyo, JAPAN

Credits

Name Company Position
Hiroko Uchigaki ADK Account Director
Hiroaki Saito ADK Account Director
Shota Shindo ADK Account Executive
Jumpei Yoshida ADK Planner
Shunsuke Kashima ADK Assistant Planner
Yosuke Otsubo ADK Account Executive
Kunihiro Kato ADK Account Executive
Hiroshi Yoshida ADK Account Executive

The Campaign

AXE rolled out a promotional campaign that ended up being an elaborate setup. An original fashion brand was launched in collaboration with a designer that’s hugely popular among targets. Then, a physical store of the brand was opened, rigged with a few gimmicks. First, the front door to the store only opened via scanned data of the customers’ faces. Then, when customers were about to leave the store, they were met with a huge surprise; a digital version of themselves wearing the brand’s clothes, with a snazzy new hairstyle styled with AXE products, all made with real-time computer graphics.

Creative Execution

Two weeks before the release of AXE HAIR, people began talking about the launch of a new fashion brand by a famous designer. A physical store of the new brand opened on the same day that AXE HAIR products launched. Unassuming consumers who came to the store to check out the fashion brand were unexpectedly subjected to a deep, surprising experience. Through this, we were able to prompt them to voluntarily spread the word about their astonishing experience via SNS, thus spreading news about the campaign itself.

Links

Website URL