Title | BLACK HAIR GRADUATION |
Brand | WELLA PROFESSIONALS |
Product / Service | ILLUMINA COLOR |
Category | G04. Social Behaviour & Cultural Insight |
Entrant | BEACON/LEO BURNETT Tokyo, JAPAN |
Idea Creation | BEACON/LEO BURNETT Tokyo, JAPAN |
Production | ONION Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Erick Rosa | Beacon/Leo Burnett Tokyo | Chief Creative Officer |
Hiroaki Makino | Beacon/Leo Burnett Tokyo | Creative Director |
Uno Kunimoto | Beacon/Leo Burnett Tokyo | Art Director |
Kanako Nakanishi | Beacon/Leo Burnett Tokyo | Copywriter |
Toshiji Kimura | Beacon/Leo Burnett Tokyo | Chief Film Producer |
Yuya Kato | Beacon/Leo Burnett Tokyo | Senior Digital Producer |
Mikiko Tamura | Beacon/Leo Burnett Tokyo | Group Account Director |
Emi Hayashi | Beacon/Leo Burnett Tokyo | Account Supervisor |
Saori Hosoi | Beacon/Leo Burnett Tokyo | Account Executive |
Tatsuro Nakamura | Onion, Inc. | Producer |
Koji Kaseda | Onion, Inc. | Producer |
Maki Shoji | Onion, Inc. | Production Manager |
Yena Kim | Onion, Inc. | Production Manager |
Empowering girls to express their true identity and become powerful young women through brand experience.
Wella Illumina Color is a hair coloring brand used at professional hair salons. In Japan, schools prioritize conformity over self-expression. Everyone must look and act exactly the same. There are hundreds of rules that have to be followed: from the length of the hair, use of accessories and guidelines so strict that can even prohibit the way a girl can trim their eyebrows. Wella believes that at a time that is crucial for girls to develop their identity, something needed to be done. And that one of the best ways to express personality is through hair.
Black Hair Graduation - A movement to help girls become strong young women through self-expression.
We gave newly-graduated girls free-spirited hair and make-up looks they could never try before.
So, on graduation day, we selected professional hairdressers to help hundreds of young girls to discover their true self. This PR event was placed in 5 salons across Japan. As the teens had no previous experience, our team of professionals also provided guidance so they could continue to express their true self going forward.
- #Black Hair Graduation contributed to increase number of brand campaign site visitors by 25 times. - It also contributed to raise awareness of the Illumina Color brand by 27%. - The movement was organically spread by local Salons, making trend of hair color transformation among Japanese young women at their graduation day.
In Japan, schools prioritize conformity over self-expression.