KAO Essential Launch
"Cares even for the last 15cm of hair"
Creative Rationale:
Kao Essential, the Japanese brand for damage hair care, provides damage care for the last 15 cm of your hair (most prone to damage). With damage-free hair, you can achieve good hair day every day and create your own kawaii (interpretation of Kawaii in Japan is cute, pretty & adorable).
Hence, we localize our interpretation of kawaii-ness to suit the Singapore context through illustration, so as to stand out from the current ad clutter. The campaign was launched in Singapore in early 2010.
Concept: Patrick Ng
Client: Kao Singapore
Agency: Hakuhodo Singapore
Copywriter: Michelle Lum
Art Director: Patrick Ng
Illustrator: Sokkuan
Hence, we localize our interpretation of kawaii-ness to suit the Singapore context through illustration, so as to stand out from the current ad clutter. The campaign was launched in Singapore in early 2010.
Concept: Patrick Ng
Client: Kao Singapore
Agency: Hakuhodo Singapore
Copywriter: Michelle Lum
Art Director: Patrick Ng
Illustrator: Sokkuan
Original illustration by Sokkuan.
www.sokkuan.com/#320996/Essential
Out-Of-Home Advertising at Dhoby Ghaut Station
