Bronze
Creative Strategy
Cultural Insight
| Entrant: | Ogilvy Singapore, Singapore |
| Brand: | Shea Moisture |
| Title: | "The Visa Loophole" |
| Corporate Name of Client: | Unilever |
| Client Company: | Unilever |
| Agency: | Ogilvy Singapore, Singapore |
| Agency Chief Creative Officer, Asia Pacific: | Reed Collins |
| Chief Creative Officers: | Nicolas Courant/Marco Versolato |
| Group Creative Director: | Jason Nartey |
| Creative Director: | Stephan Schwarz |
| Associate Creative Directors: | Nicolas Iampolsky/Adrian Gambaretto/Maggie Michella |
| Agency Senior Producer: | Luke Pidgeon |
| Agency Videographer: | Zadok Donkor |
| Agency Managing Director, WPP@Unilever: | David Dahan |
| Agency Asia Managing Director, Unilever: | Aanchal Sethi |
| Agency Executive Strategy Director: | Sumegha Rao |
| Agency Strategy Director: | Anam Hakeem |
| Agency Business Director: | Pritika Gupta |
| Agency Account Executive: | Gadelyn Laryea |
| Agency Account Directors: | Vinx Zhang/Betsey Osuteye |
| Director: | Connor Gilhooly |
| 1st AD: | Henry Buckley |
| Executive Producer: | Peter Grasse |
| Line Producer: | Yukika Tasaki |
| Director of Photography: | Gianpaolo Lupori |
Description:
Japan is home to 20,000 Japanese people with ethnic African roots. All these people came to have a better life but found that one very deeply cultural must have been not being satisfied: The care their hair needs.
From the 500,000 hairdressers in Japan, there are very few of them that know how to treat Afro-textured hair. The reason for this injustice is that Japanese immigration policies make it even more difficult for a foreign hairdresser to get a visa to work in Japan.
On average, it takes around 2 years to become a licensed hairdresser in Japan, including exams that take place strictly in Japanese. So how could Shea Moisture, a brand deeply rooted in Africa and who cares for Afro-textured hair, bring some relief to this everyday nuisance?