Bioré UV Aqua Light Up
Digital Campaign
🎵 We have fun, we have seasons in the sun🎵
Not so much fun now though, when women realize the sun is their biggest enemy.
But what if we tell you
Bioré UV Aqua Light Up will turn the toughest enemy of your skin into your best friend thanks to its light diffusion power and tone-up benefit.
BIG IDEA
Thanks to Bioré UV Aqua Light Up, women can now be friends with the Sun!
TVC (localized)
The two main characters of the campaign are constructed to create a "marketing universe" for the product in the most creative, entertaining, and unique way possible. They are Lady Luster - representing the users, and Sun-san - a hot guy who can bring lots of light and joy to any young women.
We even created Creator Pages for these two characters so they can interact as real people with each other and with users.
Key Asset | Branded Comic Series
A collection of photos to highlight Bioré UV Aqua Light Up benefits in a delightful way by featuring the sweet relationship between Lady Luster and Sun-san who has always fallen in love with the girl thanks to her naturally translucent tone-up skin.
Social Challenge | The Sun-kissed Gallery
A social challenge to encourage users to proudly show off their naturally light translucent tone-up skin under the sun by taking pretty “SUNFIE” (selfie with the sun) with Bioré UV Aqua Light Up.
Branded Livestream
Bioré x Watson co-host an interactive livestream with Lady Lung Linh Chloe Nguyen to engage and answer user’s Q&A about UV Aqua product line and how to maintain a loving relationship with Sun-san while enjoying beautiful toned-up skin .
CREDIT
Client: Kao Vietnam
Agency: Hakuhodo SAC
Creative Director: Ngoc Nguyen
Senior Copywriter: Trinh Luu
Senior Art Director: Yuko Mitsuhashi
Copywriter: Toan Le
Designer: Tan Nguyen