ICE-COLD SHAVING

TitleICE-COLD SHAVING
ClientSCHICK JAPAN K.K.
Product / ServiceSCHICK HYDRO5 PREMIUM
CategoryB07. Use of Stunts
EntrantJ. WALTER THOMPSON JAPAN Tokyo, JAPAN
Idea Creation J. WALTER THOMPSON JAPAN Tokyo, JAPAN
PR PRAP JAPAN Tokyo, JAPAN
Production KNOT Tokyo, JAPAN

The Campaign

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.

Creative Execution

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.

Insights, Strategy and the Idea

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.

Credits

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