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 |
This is the new shaving experience using ice water, which 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.
Overall budget USD98,000 Breakdown of costs PR Activities USD22,100 Event Operating Cost USD48,700 Agency Fee USD13,900 Paid Media Budget USD13,300
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.
Schick intended to bring a new surprise to wet shaving. Therefore we proposed shaving with a new sensation by using ice water in the record-setting, extreme hot summer, and provided an opportunity to experience it to the target audience.
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.