THE CHALLENGE:
To replicate the success of the Song films from South Korea (see portfolio), in Japan, as part of a relaunch of the Dyson Supersonic hair dryer.
THE INSIGHT:
Japanese women are 5 times more likely to get their beauty tips from a celebrity rather than a brand. However, in Japan, we also know that celebrity's that are on their way up are more believable than already established.
Japanese women are 5 times more likely to get their beauty tips from a celebrity rather than a brand. However, in Japan, we also know that celebrity's that are on their way up are more believable than already established.
THE SOLUTION:
In Japan, we chose an up-and-coming star called Kavka Shishido, a Japanese drummer famed for her healthy, long and shiny hair. She's tipped to become a big star this year. In the film, she demonstrates how to change her look using a neat trick and a Dyson Supersonic.
THE RESULTS:
Pending.
