Project Body Hair|海报/平面|广告营销案例【ADGuider广告指南】

项目体毛

案例简介：背景 Billie是一个新的剃须和身体品牌，在停滞的，男性主导的类别中，她以女性为先。我们不能从事脱毛业务，也不能谈论…。头发。我们觉得是时候该剃须品牌停止了对女性有体毛这一事实的tip脚了。我们想让体毛成为话题，而不是告诉你该怎么做。描述您所在地区的文化/社会/政治气候以及在此背景下您的竞选活动的重要性 1915年，哈珀集市 (Harper's Bazaar) 首次在大众媒体上告诉妇女去除了她们 “令人反感的 (身体) 头发”。同年，推出了第一款女性剃须刀。从那以后，变化不大。女人仍然为自己的体毛感到羞耻。实际上，女性的体毛被认为是如此不女性化，以至于剃刀品牌拒绝承认它的存在。广告显示女性 “剃须” 完美光滑，喷枪的腿。但是每个人都有短茬，长股或介于两者之间的东西。你用你的it做什么取决于你 -- 种植它，扔掉它，或者梳理它。毕竟是你的头发。项目体毛是对女性体毛的庆祝，无论它在哪里或不在哪里。描述创意这个想法是为了在该类别的历史上第一次在剃须刀广告中展示真正女性的体毛被剃光而不是剃光。这与比赛在剃刀广告中显示的女性完全相反。他们的广告显示，女性已经 “剃光” 了剃光和喷枪的腿。我们展示了漂亮的腿部毛发，腋下毛发，脚趾毛发，快乐轨迹，手臂毛发，是否被剃光。这为我们赢得了很多关注，加强剃须是一种选择，而不是一种期望。描述策略 Project Body Hair着手提醒女性，剃须是个人选择，没有人应该告诉她们如何处理头发。尤其是剃须刀公司。我们针对的是现代，自信和精明的女性，她们希望以自己的方式看起来和感觉很棒。他们不喜欢被迎合或被告知应该如何看。长期以来，女性被认为对自己 “不女性化” 的体毛感到羞愧。Project Body Hair只是承认女性拥有body hair (剃须刀品牌在过去100年中一直拒绝这样做)，并庆祝自己的选择，以便能够随心所欲。描述执行情况在正式竞选活动开始前几天，我们在纽约时代广场最著名的数字广告牌上发布了15秒的预告片广告，发起了这场体毛讨论。 2018年6月26日，我们在社交媒体 (YouTube，Instagram，Vimeo，Twitter，Facebook，Billie主页等) 上发布了电影。我们还将竞选期间拍摄的所有美丽的女性体毛照片捐赠给了摄影网站UnSplash，供任何人使用。我们鼓励每个人 (媒体，博客作者，公众) 免费使用这些图像，并将其广泛发布在互联网上-这是我们使互联网变得更加模糊的方式。描述结果/影响这项运动得到了世界各地女性 (和男性) 的压倒性支持- 我们在23个国家/地区获得了3.3亿次媒体印象，获得了2100万次观看 (60% 次有机观看) 和130万多个分享和评论。虽然我们提醒女性剃须是一种选择 (不是期望)，但实际上我们在推出后不久就完全卖光了剃须刀。该活动还开始了行业趋势-激励该类别中最大的参与者和较新的品牌效仿并在交流中采用体毛。

项目体毛

案例简介：Background Billie is a new shave and body brand with a fresh, female-first take in a stagnant, male-dominated category. We cannot be in the business of hair removal and not talk about… hair. We felt it was time shaving brands stopped tip-toeing around the fact that women have body hair. We wanted to make body hair a topic of conversation, not tell you what to do with it. Describe the cultural/social/political climate in your region and the significance of your campaign within this context In 1915, for the first time in mass media, women were told by Harper's Bazaar to remove their "objectionable (body) hair." That same year, the first female razor was launched. Since then, not much has changed. Women are still shamed for their body hair. In fact, women's body hair has been deemed so un-feminine that razor brands have refused to acknowledge it exists. Commercials show women "shaving" perfectly smooth, airbrushed legs. But everyone has short stubble, long strands, or something in between. What you do with your it is up to you - grow it, get rid of it, or comb it. It's your hair, after all. Project Body Hair is a celebration of female body hair, wherever it is or isn’t. Describe the creative idea The idea was to showcase real women's body hair being shaved - and not shaved - in a razor commercial for the first time in the category's history. It's the exact opposite of what the competition shows women in their razor ads. Their commercials show women 'shaving' already shaved and airbrushed legs. We showed beautifully shot leg hair, underarm hair, toe hair, happy trails, arm hair, being shaved or not. Which earned us a lot of attention, reinforcing shaving is a choice, not an expectation. Describe the strategy Project Body Hair sets out to remind women that shaving is a personal choice and no one should be telling them what to do with their hair. Particularly a razor company. We targeted modern, confident and savvy women who want to look and feel great, on their own terms. They do not appreciate being pandered to or told how they should look. For too long, women have been made to feel about ashamed about their “un-feminine” body hair. Project Body Hair simply acknowledges that women have body hair (something razor brands have refused to do for the last 100 years) and celebrates their choice to be able to do whatever they want with it. Describe the execution We launched this body hair discussion with a 15-second teaser ad on one of the most prominent digital billboards in New York's Time Square a few days before the official campaign launch. On June 26, 2018, we released our film on social media (YouTube, Instagram, Vimeo, Twitter, Facebook, Billie homepage, etc). We also donated all of the beautiful photography of women with body hair we took during the campaign to the photography website UnSplash for anyone to use. We encouraged everyone (media outlets, bloggers, the general public) to use these images for free and post them far and wide on the internet - this is our way of making the internet a little fuzzier. Describe the results/impact The campaign received overwhelming support from women (and men!) all over the world – we received 3.3+ billion earned media impressions across 23 countries, 21+ million views (60% organic) and over 1.3 million shares & comments. And while we were reminding women that shaving is a choice (not an expectation), we actually ended up completely selling out of razors shortly after launch. The campaign is also starting an industry trend - inspiring both the biggest player and newer brands in the category to follow suit and feature body hair in their communication.