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Gatsby taps local rapper ShiGGA Shay for a rap battle, against himself

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Haircare brand Gatsby has released a new spot featuring Singaporean rapper and musican ShiGGa Shay. The spot, which was conceptualised by Arcade, sees Shay engaging in a rap battle with two versions of himself – a sleek Shay in a tailor-made suit and a Shay who is styled more in street wear. This is also to promote the brand’s new range of hair pomades, which were used to achieve the two different hairstyles on the local rapper.Entitled “STYLE WARS”, the spot shows ShiGGa Shay battling against himself, and features the “Classical Tight” pomade for a sleek look and “Upper Hold” for street look.Contrasting locations were also chosen, with “Sleek ShiGGA” rapping in a gentlemen’s parlour while “Street ShiGGa” raps in a biker garage-themed barbershop. Towards the video’s conclusion, viewers are asked to pick a side – The Sleek, or The Street.https://www.youtube.com/watch?v=0P2sBjbHGVo&feature=youtu.beThe video and digital campaign will be supported by a series of on-ground activations, including in-store and on-campus pop-up barber shops. Participants will also be able to get their hair professionally styled according to the side they pick, “The Sleek” or “The Street”.In a press statement, Takaya Ueda, sales and marketing director at Mandom Corp Singapore, said that working with the local rapper has garnered positive results. Following the campaign launch, the brand not only saw an increase in social media following, but also in sales.“We wanted a new and unique concept that would resonate with young males in Singapore, whilst bringing them a quality pomade at an affordable price. Working with a talented local rapper was a great experience and the results so far have been really positive,” Takaya Ueda, sales and marketing director at Mandom Corp Singapore, said.“Collaboration is a big part of what we do. ShiGGa Shay bought into our concept right from the start, wrote most of the lyrics himself and really got into both the roles he played. The result is a really authentic piece of work,” Arcade founder and CCO Mark Taylor, added.Credits: Mark Taylor: CCO Gary Tranter: CCO Angelina Tan: Account director Tracy Ong: Account executive Shaun Lee: Creative services director Sunny Chuang: Art director Pek Li Jun: Copywriter Keith Chang: Producer Michelle O’Brien: Senior planner Takaya Ueda: Sales & marketing director of Mandom Corp Singapore Pte Ltd Shane Sng: Senior Marketing Executive (Men’s Grooming: GATSBY) Hiroshi Harada: Founder/Group CEO of Innovative Phenomenon International Pte Ltd Production – Reckn Studios: Davian Teo Wee Ping: Director Glenn Yong Zhu Xiang: Producer Paul Daniele Viray Prado: DP Yong Jun Jie Jonathan: Editor Ysabel Wong Yoke Yan: Producer Color grading: Kraftw5rkz Sound design: songzu

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