Entice Japanese women to shift from being “kawaii” to being beautifully strong!
Clear Japan Video extended
This contest has been extended by one week until 8th February 2015 to give you more time to work on your video. So take up the challenge and get creative.
When a woman in her twenties gets into her thirties, she does not want to be “kawaii” anymore (“kawaii” means “cute” in Japanese). She wants to be a woman who has strength of character, confident about who she is and what she wants while being beautiful, elegant and feminine. And the most powerful symbol of her new found strength, as a woman is her hair.
In Japan, CLEAR shampoo is known to provide deep nourishment for women’s hair from the scalp. Clear provides nourishment to the scalp as deep as 3 layers into it. Thus the hair is strengthened from the roots where it is made. The result is hair that is genuinely strong, beautiful and exudes confidence and style.
We need your help to create buzz among Japanese women by letting them know that “kawaii” is over, and that strong, stylish hair is a beautiful way to express their inner strength, thanks to CLEAR.
Show Japanese women that it is time to move on from “kawaii” (cute) with strong, beautiful hair in a bold, dynamic, stylish and very creative story.
Your story can be a bit provocative (not sexual), edgy and bold. Although we emphasize strength, we mean strength of character and confidence, not physical strength. Your video should appeal to stylish women so showing bodybuilders may not be the best way to go…
Do not talk about dandruff! We only want to talk about CLEAR providing deep nourishment for strong, beautiful hair. Your video has to be engaging and that women would want to talk about and share with friends.
The examples are only provided to illustrate our expectations. Please do not use them in your submission or it will be rejected.
Example: We see the back of an elegant woman walking on a busy street at dusk.She is using her phone. We can see the phone screen. She is updating her Facebook profile picture from a crazy looking student to a more elegant, confident and stylish one. The picture is in black and white. Some comments are popping-up saying that she looks great and strong but quite serious. The camera pans out and we see that she has actually dyed her hair bright pink. She runs her hand through her beautiful, strong hair. The woman is laughing and some friends are joining her to go to a stylish club.
Bad Example: A woman is lifting weight with some pumping gym music. She looks at herself and we see a bottle of CLEAR shampoo with the words “strong is beautiful” in the mirror. This is a very bad entry as there is no story; it is too literal and will not appeal to sophisticated, stylish Japanese women.
- #1 Prize €5,000
- #2 Prize €3,000
- #3 Prize €2,000
Video – 30 seconds.
We are not looking for an ad for CLEAR! The best video will tell very original, powerful, strong yet simple stories that will really connect with the audience, be remembered and create a big buzz. Creative execution matters and your video must be stylish, dynamic and bold.
Guidelines for this contest
- Entries in English or Japanese, subtitled in English
- In your video use some dominant colors that match with the brand’s communication in Japan such as black, vivid pink (which are the colors of the packaging), shiny blue (which show a scientific/expert feel), tones of urban cities at night…
- You must end your video with a picture of the product and the CLEAR logo. You can download them here.
eYeka standard guidelines
- Do not show any personal details in the entry (name, contact number, e-mail address, etc.).
- Keep the source files / working files of your entry until the winners have been announced as they may be needed.
- Your participation must comply with the rules you accepted when you joined the contest.
- Your entry has to be your own work to be considered into the contest. If you have included protected elements (music, photographs, designs, fonts, etc.), make sure to fill in the Legal Information section when you upload. You may be asked to provide the authorizations and licenses to use such elements.
- You must be able to provide the written authorizations from each of the authors and actors who have contributed to the entry.
- Do not depict sexual, violent, religious, political content or any illicit content as per the rules.
- Any entry that fails to comply with these rules will not be considered for the contest.