| Title | ICE-COLD SHAVING |
| 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 |
| Name | Company | Position |
|---|---|---|
| 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.