Clear Japan Video Concurso terminado

Entice Japanese women to shift from being “kawaii” to being beautifully strong!

Início 19 de Dezembro de 2014 Fim 08 de Fevereiro de 2015, 23:59 UTC Deliberação Resultados Atrasados
Início
19 de Dezembro de 2014
Fim
08 de Fevereiro de 2015, 23:59 UTC
Resultados
Março de 2015
Notícias

Clear Japan Video extended

23 de Janeiro, 10:04

This contest has been extended by one week until 8th February 2015 to give you more time to work on your video. So take up the challenge and get creative.

Briefing

Contexto

When a woman in her twenties gets into her thirties, she does not want to be “kawaii” anymore (“kawaii” means “cute” in Japanese). She wants to be a woman who has strength of character, confident about who she is and what she wants while being beautiful, elegant and feminine. And the most powerful symbol of her new found strength, as a woman is her hair.

In Japan, CLEAR shampoo is known to provide deep nourishment for women’s hair from the scalp. Clear provides nourishment to the scalp as deep as 3 layers into it. Thus the hair is strengthened from the roots where it is made. The result is hair that is genuinely strong, beautiful and exudes confidence and style.

We need your help to create buzz among Japanese women by letting them know that “kawaii” is over, and that strong, stylish hair is a beautiful way to express their inner strength, thanks to CLEAR.

Desafio Criativo

Show Japanese women that it is time to move on from “kawaii” (cute) with strong, beautiful hair in a bold, dynamic, stylish and very creative story.

Your story can be a bit provocative (not sexual), edgy and bold. Although we emphasize strength, we mean strength of character and confidence, not physical strength. Your video should appeal to stylish women so showing bodybuilders may not be the best way to go…

Do not talk about dandruff! We only want to talk about CLEAR providing deep nourishment for strong, beautiful hair. Your video has to be engaging and that women would want to talk about and share with friends.

Dicas

Os exemplos são fornecidos apenas para ilustrar as nossas expectativas. Favor não usá-los em sua apresentação ou ela será rejeitada.

Example: We see the back of an elegant woman walking on a busy street at dusk.She is using her phone. We can see the phone screen. She is updating her Facebook profile picture from a crazy looking student to a more elegant, confident and stylish one. The picture is in black and white. Some comments are popping-up saying that she looks great and strong but quite serious. The camera pans out and we see that she has actually dyed her hair bright pink. She runs her hand through her beautiful, strong hair. The woman is laughing and some friends are joining her to go to a stylish club.

Bad Example: A woman is lifting weight with some pumping gym music. She looks at herself and we see a bottle of CLEAR shampoo with the words “strong is beautiful” in the mirror. This is a very bad entry as there is no story; it is too literal and will not appeal to sophisticated, stylish Japanese women.

Prêmios

Prêmio do Júri

  • #1 Prêmio € 5.000
  • #2 Prêmio € 3.000
  • #3 Prêmio € 2.000

Formato

Video – 30 seconds.

Critérios de seleção

We are not looking for an ad for CLEAR! The best video will tell very original, powerful, strong yet simple stories that will really connect with the audience, be remembered and create a big buzz. Creative execution matters and your video must be stylish, dynamic and bold.

Orientações

Orientações para esse concurso

  • Entries in English or Japanese, subtitled in English
  • In your video use some dominant colors that match with the brand’s communication in Japan such as black, vivid pink (which are the colors of the packaging), shiny blue (which show a scientific/expert feel), tones of urban cities at night…
  • You must end your video with a picture of the product and the CLEAR logo. You can download them here.

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