FRAGILE CAMPAIGN by Ogilvy & Mather Tokyo for Gaaf Beauty Salon

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FRAGILE CAMPAIGN

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Industry Beauty Salons & Cosmetic Services
Media Design & Branding
Market Japan
Agency Ogilvy & Mather Tokyo
Copywriter Hideo Koga
Designer Chie Katayama
Photographer Naonobu Nakamura
Released February 2011

Credits & Description

Category: Posters
Advertiser: BEAUTY SALON GAAF
Product/Service: HAIR SALON
Agency: OGILVY & MATHER JAPAN
Date of First Appearance: Feb 25 2011
Entrant Company: OGILVY & MATHER JAPAN, Tokyo, JAPAN
Creative Director: Hideo Koga (Ogilvy&Mather Japan)
Creative Director: Naonobu Nakamura (No7. Tokyo)
Art Director: Naonobu Nakamura (No7. Tokyo)
Designer: Chie Katayama (Ogilvy&Mather Japan)
Copywriter: Hideo Koga (Ogilvy&Mather Japan)
Photographer: Naonobu Nakamura (No7. Tokyo)
Media placement: Outdoor Poster - At the Yashiro Station - 25 February 2011

Describe the brief from the client
To drive differentiation with other beauty salons and communicate their quality and corporate attitude.

Describe the challenges and key objectives
Beauty is delicate and fragile. We can say the same for women's hair too.
Gaaf understands the female psyche when it comes to beauty (hair). They know how important hair is to women and its hidden powers.
The challenge was to communicate Gaaf's identity, proven by their proprietary corporate attitude and high technological capabilities.

Describe how you arrived at the final design
Gaaf understands how important beauty and hair is to women. They also understand the female psyche toward beauty (hair).
We utilized a unique and provocative motif in order to communicate Gaaf's uniqueness and service capabilities proven by their proprietary corporate attitude and high technical capabilities.

Give some indication of how successful the outcome was in the market
Number of inquiries increased by approx. 200%. Even the posters were stolen.