Kao Mens Bioré Gentleman

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Men’s Bioré Instant Foaming Wash

"2 Faces To Every Gentleman"

Creative Rationale:

The brief was to create an engaging campaign to change the public’s perception of Men’s Bioré from traditional, conventional and boring to witty, current and relevant. The campaign focus is on Men’s Bioré Instant Foaming Wash, a new format of facial wash that uses pump technology to dispense instant foam without any lathering.

The communication theme, Two Faces to Every Gentleman, is based on the observation that every man has two sides – the gentle, sensitive side and the tough, masculine side. At the same time, this two-sided analogy highlights the key attributes of the product. The product’s dense ultra fine foam provides powerful deep pore cleansing yet is gentle on the skin. It also serves dual function as a facial cleanser and shaving foam.

The campaign was launched in Singapore mid-May 2014.

Concept: Patrick Ng & Pei Pei
Client: Kao Singapore
Agency: Hakuhodo Inc Singapore
Art Director: Patrick Ng, PeiPei, Miin
Copywriter: Michelle Lum
Photographer: Soon Tong Calibre
Digital Imaging: Chris Imaging

Production: Night Owl Cinematics (N.O.

Print I.

Print II.

Photographed by Soon Tong from Calibre. www.calibrepics.com/

Close-up of product with effects.

Digital imaging by Chris Imaging.

Out-Of-Home Advertising.

Out-Of-Home Advertising (Proposed).

A Singaporean themed skit '10 Things Not To Do On A Date' YouTube video with Night Owl Cinematics.

Dating tips 101: The do and don'ts of dating, based on the real life experience of our fellow Singaporeans. First 50 to share and hashtag #MBgentleman on facebook receives a FREE full sized instant foaming facial wash, be sure to like our facebook page so we can track your share and comments!