Title | REINVENT STEREOTYPES |
Brand | HP JAPAN |
Product / Service | SPERTE X360 |
Category | A01. Glass |
Entrant | BBDO JAPAN Tokyo, JAPAN |
Idea Creation | BBDO JAPAN Tokyo, JAPAN |
Production | TELEVISION CORPORATION OF JAPAN Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Masaki Honda | BBDO Japan | Executive Creative Director |
Kei Oki | BBDO Japan | Creative Director / Copywriter |
Kaori Yatsu | BBDO Japan | Head of Planning |
Aisha Takashima | BBDO Japan | Planner |
Mio Imai | BBDO J WEST | Copywriter |
Tsuyoshi Oyama | BBDO Japan | Art Director |
Jun Ogura | BBDO Japan | Producer |
Masanao Takahashi | BBDO Japan | Account Executive |
Toshitaka Saito | TCJ | Producer |
Dai Sohen | TCJ | Producer |
Yuki Yoshida | TCJ | Manager |
Mitsunori Yokobori | TCJ | Director |
Hiroki Ando | Freelance | Cameraman |
Makoto Jukuroki | Freelance | Lighting |
Etsuko Akiba | TCJ | Art |
Max Golomidov | Freelance | Colorist |
Yoshitaka Honda | TCJ | Editor |
Shunsuke Endo | TCJ | Editor |
Hiroshi Watanabe | TCJ | Mixer |
yuge inc. | yuge inc. | Music |
Our idea seeks to modernize these values for women, aged 27-39, who are under the most pressure to take stereotypical life paths – to pursue a career only until marriage, get married, have children, and subsequently leave the workforce. They are led to believe that there is only one choice for their life after turning 30, but we wanted to change that style of thinking.
To create maximum impact, our message “Reinvent Stereotypes” was propagated through the major communication platforms nationwide, including broadcast, train, and social media - normally a safe haven for the more traditional representations of Japanese lifestyles, rather than our bolder more challenging messaging. The campaign portrayed three life-changing moments; a woman who decides to study abroad and pursue her passion despite establishing a career already; a woman who continues to work as a DJ despite family pressure to get married and settle down; and a mother who continues to work hard despite pressure to act “properly” as a good mother should. In the retail space, where usually you would find a smiling face of a model, we deliberately used our female leads with strong-willed and confident expressions. By activating issues previously viewed as a taboo subjects in society, we set out to alter the view of women in 21st century Japan.
Campaign stirred considerable positive conversation amongst both men and women. Our female target also thanked the brand for the encouragement it emanated while watching the ad at home, while commuting, and at work. Social listening tools indicated that the conversation to discuss “stereotypes” increased by 175% YoY, and by 168% since the previous quarter. Meanwhile, purchase intent among the targeted audience increased +47% whilst sales were 15% higher in the campaign area compared to non-campaign area.
Though at a relatively low level, awareness for gender-stereotype has been increasing in Japan, though mainly among women. A recent survey shows that more than 80% of women think they don’t want to be trapped in stereotypical life paths. Despite this, the topic has only been communicated by industries that are female-centric such as fashion and cosmetics, and never from categories normally dominated by males. This has especially been the case in the PC market However, female PC usage is increasing, as more women rethink their work-plans and starting their own entrepreneurial opportunities. To be the preferred PC for modern women, we decided to be the first PC brand to support their view directly, and so hopefully change the nature of this society-wide conversation.