Gaaf Beauty Salon: FRAGILE CAMPAIGN

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.