Arcade launches strong + beautiful campaign for Unilever’s CLEAR Hair & Scalp Care in Japan
Arcade Japan has created an integrated campaign for the launch of Unilever’s CLEAR Hair & Scalp Care range in Japan, including broadcast and print.
CLEAR is the fastest growing scalp & hair care range in the world and the launch in the highly competitive Japanese market marks a key investment and strategic move by Unilever.
CLEAR is targeting women in their 30’s, a group that is now partaking in active career lives and taking up stronger new roles in shaping society.
With Japan facing significant societal shifts the emphasis is changing for women in the personal care market, conventional beauty approaches are losing their relevancy.
The campaign platform ‘Strong is Beautiful’ is designed to map out a new territory for Japanese beauty that deliberately steps beyond the kawaii imagery that dominates many Japanese brands and move towards a deeper message. The platform reflects the product’s efficacy as a deep scalp care solution that helps women achieve stronger, more beautiful hair.
With this in mind, Unilever signed film actress, Aoi Miyazaki, as the brand ambassador and star of the launch films. Famed for her strong roles in dramas Atsuhime, Nana and Virgin Snow, she is also known for her campaigning for causes such as poverty, child exploitation and global warming. She will also feature in print, outdoor and digital executions.
Arcade’s Group Executive Creative Director, Matt Cullen says, “Japan is a fiercely competitive market, especially in personal care communications. It’s tough for any brand to break-through, to do so you need a distinct point of view that has the power to provoke and fuel discussion, our theme of ‘graduating from kawaii’ is the spark that will start the fire and Aoi Miyazaki is the perfect woman to strike it.”
Unilever Global Brand Vice President – CLEAR, Francois Renard, says, “Today’s generation of women in Japan are embracing new beliefs. They have a new confidence which mirrors perfectly our Strong is Beautiful proposition for CLEAR. The new campaign rises above the expected and will resonate with a distinct and motivating meaning for our target audience.”
CLEAR’s global brand ambassador, Cristiano Ronaldo, will be the face of the male range. Renard adds, “He is the perfect embodiment of both strong and beautiful -the world’s most powerful player who is globally revered as a male fashion icon.”
Credits – Executive Creative Directors: Gary Tranter, Matt Cullen. Account Management: Dorothy Yew, Yvonne Lee, Sarah Chen. Group Creative Director, President Japan: Ryan Barton. Creative Directors: Yoshiro Osaka, Daisuke Nishimura. Copywriter: Simon Sato.
4 Comments
If I had anything to do with these ads, I would not let my mum know.
Is this the Arcade most is claiming to be the saviour of creativity against the big agencies in Asia?
The philosophy seems to be(and I agree): why do crap work for a big agency and get paid peanuts when you can do crap work for your own agency and get paid a lot.
@ John
I don’t think anyone at Arcade are posturing themselves as industry saviours.
Just a less painful and more efficient alternative to big agencies.