Arcade launches Unilever campaign in Japan

Arcade has created an integrated campaign for the launch of Unilever's Clear Hair & Scalp Care range in Japan across broadcast and print.

With Japan facing significant societal shifts, the emphasis is changing for women in the personal care market. Conventional beauty approaches are losing their relevancy, said the agency.

The campaign platform ‘Strong is beautiful’ is designed to map out a new territory for Japanese beauty that deliberately steps beyond the kawaii imagery that dominates many Japanese brands and move towards a deeper message. The platform reflects the product’s efficacy as a deep scalp care solution that helps women achieve stronger, more beautiful hair.

With this in mind, Unilever signed film actress Aoi Miyazaki as the brand ambassador and star of the launch films. Although famous for her strong roles in dramas Atsuhime, Nana and Virgin Snow, she is also an advocate for the awareness of poverty, child exploitation, and global warming. She will be featured in print, outdoor, and digital executions.

Arcade's Group Executive Creative Director, Matt Cullen says: "Japan is a fiercely competitive market, especially in personal care communications. It's tough for any brand to break-through, to do so you need a distinct point of view that has the power to provoke and fuel discussion, our theme of ‘graduating from kawaii’ is the spark that will start the fire and Aoi Miyazaki is the perfect woman to strike it."

Clear’s global brand ambassador, Cristiano Ronaldo, will be the face of the male range. Francois Renard, global brand vice president, Clear, adds: “He is the perfect embodiment of both strong and beautiful –the world’s most powerful player who is globally revered as a male fashion icon.”