|Brand||SCHICK JAPAN K.K.|
|Product / Service||SCHICK HYDRO5 PREMIUM|
|Category||A02. Other FMCG|
|Entrant||J. WALTER THOMPSON JAPAN Tokyo, JAPAN|
|Idea Creation||J. WALTER THOMPSON JAPAN Tokyo, JAPAN|
|PR||PRAP JAPAN Tokyo, JAPAN|
|Production||KNOT Tokyo, JAPAN|
|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|
|Daisuke Tsutsui||J. Walter Thompson Japan||Associate Account Director|
|Kentaro Nagai||J. Walter Thompson Japan||Account Executive|
|Tatsuo Gonda||J. Walter Thompson Japan||Senior Creative Producer|
|Kan Shimozono||Kan Shimozono Design Office||Designer|
|Yasuhiro Kawasaki||ROBOT COMMUNICATIONS INC.||Producer|
|Ryo Morita||NA (Freelance)||Director|
Ice-cold shaving using ice water defies the conventional wet shaving. By cooling the skin through the shaver, face hair stands on end, enabling a closer shaving. It is the shaving as a unique feature in summer like shaved ice.
We set a stylish stand to distribute glasses with ice water and shavers, and encourage trial in a shaving space. This event was held for 3 days from August 7 to 9 in the major office district in Tokyo.
Shaving became news hook and Schick draw attention. This event was featured by a wide variety of media including TV, newspaper and digital. It also brought a surprise to Japanese men and altered their consciousness toward shaving.
This work offers a brand-new experience of ice-cold shaving, which becomes ingrained as a habit once you experience it. We organized an experiential PR event in the office district in the record-setting, extremely hot summer.
Target audience: Males, mainly those aged from 20s to 40s. Approach: Experiential PR event in the office district and product sampling. Call-to-action: Generate interest and promote trial by proposing a new shaving style.