Gaaf Beauty Salon: NOT SOON? 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/Copywriter: Hideo Koga (Ogilvy&Mather)

Creative Director/Art Director/Photographer: Naonobu Nakamura (No7. Tokyo)

Designer: Chie Katayama (Ogilvy&Mather)

Media placement: Outdoor Poster - At The Yashiro Station - 25 February 2011



Describe the brief from the client

Differentiate with other beauty salons, drive traffic and communicate their service and technological capabilities.



Describe the challenges and key objectives

Utilise beautiful typography and demonstrate our technological capabilities and high quality.

Express "H.A.I.R." through the disorganized letters and create traffic to Beauty Salon Gaaf through the copy "Isn't it time to do so?"



Describe how you arrived at the final design

We came up with the idea to express Gaaf Beauty salon's technical capabilities through perfect and beautiful typography.

Plus, to communicate the element that messes up beauty, we depicted the letters H.A.I.R. in an disorganized way.

Gaaf Beauty salon solves your hair problems and makes it beautiful.

The tagline "Isn't it time to do so (to be able to style your hair beautifully) helps drive traffic.



Give some indication of how successful the outcome was in the market

Number of inquiries increased by approx. 200%. Even the posters were stolen.