BULLISH BOSS 戛纳健康狮 - 医疗健康类 - A02组 - 金奖 在一个都是黑暗的世界里，爬出一个身穿白色西装全身发白的男人。他的头藏在衣领下的阴影里，有一种不祥的感觉。电话和传真机的声音响起，声音逐渐失真。最后，他的头出现了，秃的。他爆发了，用一个手指指着威胁，在电话里怒吼后粉碎掉了它。退缩、畏缩。事情很快就有理可循，白色与黑色，头皮屑在头上。“压力会导致头皮屑”，清扬会把问题解决掉。 UNILEVER (CLEAR) | MULLENLOWE SINGAPORE | 2017 Health And Wellness - A02 OTC Applications Brief Explanation It takes place in a Butoh-like world. All is dark. Crawling out of the darkness, a white form – a suited man. His head is hidden in the shadow of his collar, foreboding. Telephones and fax machines go off, their sounds becoming increasingly distorted. And finally his head emerges, bald, menacing. We steel ourselves. He explodes. Into a finger-jabbing menace. Shouting into his phone. Smashing it in anger. You wouldn’t want to be on the receiving end. We flinch. We cower. We begin our retreat. As the camera flies away from the scene, things soon come into perspective. The white against black. Dandruff on a head of hair. “Stress causes dandruff,” explains the titles. CLEAR! – shouts the solution, as the bottle blots out the problem. Entry Summary Butoh is a post-modern Japanese form of dance/physical expression with little rules but a distinct visual form – its performers are usually painted white all over while performing against a plain, or at least Spartan, black backdrop. It sometimes utilises hyper-controlled motions and grotesque movements and expressions to convey a feeling. Outside of Japan, it is present in different arts festivals in Southeast Asia. Its stark, shocking visuals and discomfiting physical interpretations are used to channel certain emotions – such as stress – very naturally. Brief With Projected Outcomes We used performance art to represent the cause of dandruff–in this case, stress–as well as to personify the problem, instead of the usual dry scientific facts. Not listing facts and figures helps us circumvent messaging limitations–especially i