The body shop-White musk
Problem & Background:
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Japan has serious gender inequality. Many females return to their families after they get married and give birth to babies due to social norms and family pressure. Society generally considers a woman's job as a housewife and babysitting. Even those women who are in the workplace are facing the dilemma of the workplace ceiling. Their salary is far away from males. They are hard to get promoted. The problem of gender inequality in Japan exists in all aspects of the Japanese environment.
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Target audience:
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25-35 group women, are considered to serve and sacrifice for their families, and must keep so-called ‘traditional femininity traits’.
Insight:
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White musk-The unlabeled scent creates a thousand imaginations and possibilities for women and empowers them to courageously pursue equal rights and behaviours.
Strategy:
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Post White musk perfume video ad in Tik-tok. After the ad play over, release the message of getting free perfume in the offline shop, and invite audiences to type their image and scene that come into their mind when they smell the fragrance in this comment section.
Video script:
FVO:As females, What do we smell like?
They always think we smell like kitchen smoke, the smell of laundry detergent, and the Smell of charm that comes from having to keep femininity and makeup when we are out.
Smell is our spokesman, Smell makes how we feel, Smell empowers us.
No one can define what we smell like or a specific smell attributed to a given group.
Balmy, delicate, enchanting or vibrant, oscillating, pungent.
All these can be us.
We smell like the tobacco and leather mixed in the crowded commuter train car, or it could be the sweat from skateboarding in the hot sun. I can smell like a man, more act like a man.
From the multitudinous scents,energy, I got, as well courage.
Storyboard:
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