SCHICK WINNING RESUME

TitleSCHICK WINNING RESUME
BrandSCHICK JAPAN K.K.
Product / ServiceSCHICK HYDRO5 PREMIUM
CategoryA01. Fast Moving Consumer Goods
EntrantJ. WALTER THOMPSON JAPAN Tokyo, JAPAN
Idea Creation J. WALTER THOMPSON JAPAN Tokyo, JAPAN
Media Placement 28INC. Tokyo, JAPAN
Production ROBOT COMMUNICATIONS Tokyo, JAPAN

Credits

Name Company Position
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
Masayo Nakano NA Stylist
Mai Ozeki NA Hair & Make

The Campaign

There is a 4x3cm area in all Rirekisho (standardized Japanese resume format) where ID photos are to be placed. We used this small space for branding and printed various words of encouragement in order to support job seeking students through their stressful process.

Creative Execution

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 thier 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 inpactful and well recieved 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.

In order to engage with shaving entry users we approached job seeking students, who are all officially required to shave, most likely for the first time. We transformed the Rirekisho (standardized Japanese resume format), something that all job seeking students are absolutely required to use, into media.

Insights, Strategy and the Idea

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.