FIRST SHAVE BOOK

TitleFIRST SHAVE BOOK
BrandKAI CORPORATION
Product / ServicePAPER RAZOR / FIRST SHAVE BOOK
CategoryA01. Creation of a new Brand Identity
EntrantDENTSU AD-GEAR Tokyo, JAPAN
Idea Creation DENTSU AD-GEAR Tokyo, JAPAN
Idea Creation 2 DENTSU INC. Tokyo, JAPAN
Idea Creation 3 KAI CORPORATION. Tokyo, JAPAN
PR DENTSU INC. Tokyo, JAPAN

Credits

Name Company Position
JUNICHI SAITO KAI Corporation. Client
YUKA HATATANI KAI Corporation. Client
RIKO HAYASHI KAI Corporation. Client
KAZUNORI KAWAGOSHI dentsu inc. Executive Creative Director
HITOMI MATSUSHITA DENTSU INC. Creative Director / Art Director
YOSHIFUMI SATO DENTSU INC. Creative Director / Planner
MAI MIURA DENTSU INC. Copy Writer
KENTA TODA DENTSU INC. PR Director / Planner
YUKO ISHIZUKA Plug Ltd. Designer
URYU TARO freelance Illustrator
TAKUMA SONE INITIAL Inc. PR Planner
TAPPEI UNO INITIAL Inc. PR Planner
MEGUMI SATO Seitaro design, inc. Movie Director
HIKARU SHIIKI kome inc. Web Producer
ASUKA MATSUOKA freelance Web Designer
EISUKE NANBA YAYA inc. Engineer
TAKUMI EGUCHI DENTSU AD-GEAR INC. Account Executive
SAKURAKO YASUDA DENTSU AD-GEAR INC. Account Executive
TAKAYUKI HASHIMOTO DENTSU AD-GEAR INC. Account Executive

Background

In Japan, young adolescents are almost never taught about body hair. As a result, those who begin growing body hair early find that there is no one they can discuss the topic with. In a survey conducted of 500 children between the ages of 12 and 15, 64% said they did not know how to shave properly, 62.2% admitted that they secretly shave using their parents’ razors, and 65.8% said that they wanted to learn how to shave. The results indicated that a significant number of young Japanese adolescents worry about not knowing how to shave and not having information on body hair.

Describe the creative idea (40% of vote)

Kai, a major Japanese blade maker, decided to begin a conversation with young adolescents about body hair. They produced the First Shave Book, a pamphlet filled with useful information such as how-to guides for shaving each body part and a Q&A of everything young adolescents want to know about body hair but are afraid to ask.

Describe the execution (40% of vote)

We used witty text and eye-catching illustrations to create something that actual young adolescents would want to read, and also depicted body hair with abstract patterns to make a sensitive subject look more fun and approachable. Finally, based on the insight that a large number of young adolescents have been secretly shaving with their parents’ razors, we featured a cut-out cardboard razor on the last page—an eco-friendly product made with 98% less plastic than an ordinary razor.

List the results (20% of vote)

After handing out the pamphlets in an area frequented by young adolescents, distributing them to schools, and making them available for free on a website, First Time Shave was covered extensively by media programming targeting young adolescents and families. Many educational institutions inquired about obtaining the pamphlets. The campaign helped Kai boost its brand image as a strong advocate for the right to shave or not to shave for all people, including children.

Links

Website URL