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Background / Objective:

Tokyo has always been one of the most trendy and fashionable city in Asia as many fashionistas follow Tokyo’s street style.  Toyko based fashioned cosmetic brand Shu Uemura made invitations to fasionistas from Tokyo, Seoul and Hong Kong featuring as shuGIRLS to demonstrate this summer’s 4 most popular Color Atelier – eye colour palette combinations!

Execution:

The product itself is trendy and relevant to young female consumers, hence it was suggested to use shuGIRLS to highlight the campaign.  The campaign was delivered as an advertorial in Hong Kong Movie app, with a cast of various shuGIRLS demonstrating different eye palette colours to match with different Tokyo originated street styles showing in the video ‘Tokyo ShuGIRL‘.

Ad Format:

Advertorial

Campaign Period:

July 4 – 10, 2016

Portals:

Hong Kong Movie (iPhone, Android)

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