Schick Design & Branding SCHICK UNPLUGGED by J. Walter Thompson Tokyo

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Industry Shaving
Media Design & Branding
Market Japan
Agency J. Walter Thompson Tokyo
Creative Director Hiroaki Shinkai
Art Director Kazuya Tanino
Copywriter Kaoru Yabe
Account Supervisor Daisuke Tsutsui
Released June 2011

Credits & Description

Category: Promotional Item Design
Advertiser: SCHICK JAPAN
Product/Service: SHAVER
Creative Director: Hiroaki Shinkai (JWT Japan)
Art Director: Kazuya Tanino (JWT Japan)
Copywriter: Kaoru Yabe (JWT Japan)
Account Director: Takumi Ichihara (JWT Japan)
Account Supervisor: Daisuke Tsutsui (JWT Japan)
Account Manager: Keisuke Fujibayashi (JWT Japan)
Account Executive: Nao Miura (JWT Japan)
Communication Design Producer: Yuichiro Saito (JWT Japan)
Media placement: Plug Jacking - Bars/Restaurants - July 1-July 31
Media placement: Viral Film - YouTube - July 1 -August 31
Media placement: In-Store POP - Electrical Stores/Pharmacies - July 1 -July 31

Describe the brief from the client
As the top brand in the wet shaving market, Schick was looking for a solution to further expand its share against dry shaving market, which is always advertising aggressively.

Describe the challenges and key objectives
This unique campaign helped drive a five-fold sales increase for Schick. It provided the target with the opportunity to reconsider the value of the good old razors as well as a novel and easy way to remind them to conserve where possible!

Describe how you arrived at the final design
The main objective of the campaign was to communicate the advantage of the razors as opposed to electric shavers in that it uses zero watt of electricity and to get the target to reconsider the value of the good old razors, in a way that is unique (ie not TVC or Print), and of course, cost effective.

Give some indication of how successful the outcome was in the market
As a solution to both prevent using electrical devices and encourage using razors, we invented a holder that reminds people not to use electricity by blocking the outlet and provides a place to hang a razor at the same time. In consideration of safety, the holder is attached to the outlet by a suction cup. To spread our effort, we created a unique ambient which combines a holder and a razor together and jacked the outlets in bars and public bathrooms. The shaver and holder were sold together in promotional packs and strategically located alongside electric shavers in electronics stores.