|Title||SCHICK WINNING RESUME|
|Brand||SCHICK JAPAN K.K.|
|Product / Service||SCHICK HYDRO5 PREMIUM|
|Category||B02. Promotional Item Design|
|Entrant||J. WALTER THOMPSON JAPAN Tokyo, JAPAN|
|Idea Creation||J. WALTER THOMPSON JAPAN Tokyo, JAPAN|
|Media Placement||28INC. Tokyo, JAPAN|
|Production||ROBOT COMMUNICATIONS Tokyo, JAPAN|
|Go Sohara||J. Walter Thompson Japan||Executive Creative Director|
|Eiji Honma||J. Walter Thompson Japan||Associate Creative Director|
|Kazuya Tanino||J. Walter Thompson Japan||Senior Art Director|
|Shinya Imai||J. Walter Thompson Japan||Copywriter|
|Hiroyuki Hosomi||J. Walter Thompson Japan||Planning Director|
|Makiko Imao||J. Walter Thompson Japan||Group Account Director|
|Daisuke Tsutsui||J. Walter Thompson Japan||Associate Account Director|
|Kazuaki Endo||J. Walter Thompson Japan||Account Supervisor|
|Kentaro Nagai||J. Walter Thompson Japan||Account Executive|
|Tomoyuki Ashinuma||ROBOT COMMUNICATIONS INC.||Chief Producer|
|Shigeyuki Yamauchi||ROBOT COMMUNICATIONS INC.||Production Manager|
|Hikaru Miyata||ROBOT COMMUNICATIONS INC.||Production Manager|
|Yasuhiko Shimizu||ROBOT COMMUNICATIONS INC.||Director|
|Ryuhei Watanabe||W.R.P inc||Cameraman|
|Hiroki Nishigaya||NA||Lighting Director|
|Mai Ozeki||NA||Hair & Make|
We transformed Rirekisho (standardized Japanese resume format), which is essential and extremely important while job seeking in Japan, into media. We used the 4x3cm area where ID photos are to be placed for branding and printed various words of encouragement directed towards job seeking students, which generated buzz.
Schick developed an original Rirekisho, a standardized resume format that is used during job-seeking in Japan. More specifically, various uplifting messages related to job-seeking were printed where the ID photo is to be attached. Students notice the messages when filling in their resumes and feel the encouragement. The printed message is completely covered once the ID photo is attached therefore, students can actually use this resume like any other ordinary resume. We packaged the resumes with a shaver, and handed them out directly to job-seeking students for a month at bookstores in ten different universities at the start of job-seeking season.
The low-key and unexpected encouragement was impactful and well received by the job-seeking students. It gave the students the confidence and courage and allowed them to proactively get through their stressful job seeking process. Consequently, Schick was successful in becoming a brand that is highly praised and supported by young men who are the shaving entry users.
Job-seeking students (shaving entry users), our target, is under a lot of stress and pressure to compete with others to get a job. They often feel lonely and need encouragement from others. Our strategy therefore was to communicate with them in a relevant timing/occasion.