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 |
We built a space to introduce and spread wet shaving in the office district. In the motif of a shaved ice stand, ice-cold shaving using ice water defied the convention and draw attention.
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, the number-one brand, draw attention. This event was featured by a wide variety of media including TV, newspaper and digital. It also altered their consciousness toward shaving, brought a surprise and novelty.
This work offers ice-cold shaving using ice water. We organized an experience-based product sampling by using a photogenic stand and drink cups.
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.