GATSBY CREATIVE AWARD
Overview
Gatsby Creative Award 12th is one of the largest student competition in Asia,. There were 7 categories (CM/ ART/ MUSIC/ DANCE/ PHOTOGRAPHY/ FASHION/ HAIR) opened for entry, Under ART category, a poster are required to interpretate:
Just be Cool
Just be Fun
Just be Yourself
Gatsby Creative Award 12TH是一個亞洲學生比賽，合共7個類別 (影片廣告/海報廣告/音樂/舞蹈/攝影/時裝/髮型)。我在大學最後一年參加了海報廣告類別，作品的要求是以gatsby產品創作海報展現有型有趣的感覺。
Research and Challenge
Referencing the past advertisements from Gatsby, male models with stylish hairstyle were always shown on the visuals. However, as a student competition, and I was not major in design, it was hard for me to get a male model and studio for shooting. I need to interpret "cool" without using a male model.
首先我從網上搜尋，參考了以往gatsby公司創作的廣告，發現大部份海報內容都是採用男性model，然後展現出有型的髮型。但考慮到本人並非就讀設計，資源上比較難找攝影棚拍攝，因此我打算尋找另一個方法去表達。
To make Gatsby stand out from the other hair spray products, I need to study its unique selling points. After research, I found that Gatsby stated 5 unique selling points: shine/ spiky style/ ease of bundling/ airiness & volume/ flow & compact control. To include all the points in one poster was challenging, even though I include all those points, information overload can hardly get audience attention.
另外也大概了解了gatsby的產品，發現gatsby定型髮蠟有5大特點，但是要在海報展現出產品的所有特性有一定難度，同時也會令人覺得資訊不夠集中，分散大家的注意力。
Draft
One day, when I walked through the street in Hong Kong at night. I suddenly noticed Hong Kong was well-known for its neon signboard. The neon signboard looked cool and stylish and many stores used it to catch people's eyes. Inspired by the neon night view, I combined the idea of hair moving rubber and neon light.
After doing more research, Gatsby hair moving rubber is well known for making stylish hair style long-lasting. I believe "long-lasting" is easier for audience to understand.
The relationship between neon light and "long-lasting":
Neon light is often founded at night. "Long-lasting" means enduring or existing for a long period of time, which can be interpreted as "from day to night". If you use hair moving rubber, you can keep your hair stylish long-lasting from day to night, just like keeping a 24-hour hair stylist with you. Neon light is used as a visual device to interpret night, and create a cool and stylish feeling.
偶然之下有一天晚上走在香港街頭時，突然想起香港的霓虹燈街景頗為出名。而霓虹燈給人的感覺正正是非常有型，能夠吸引很多人的注意。最後我也透過資料搜集發現gatsby moving rubber最常宣傳它的「持久性」。最後我就結合了霓虹燈還有gatsby的產品創作出海報設計。
「持久性」意思就是維持一段長的時間，從早到晚24小時也是代表一段很長的時間。當你使用gatsby moving rubber，你就可以保持你的髮型從早到晚都這麼有型，就好像擁有一個24小時陪在你身邊的髮型師。而霓虹燈一般都在晚上才能看見，很容易讓人聯想到晚上，以及有型的感覺。
stylish hair style
moving rubber element
G represents "Gatsby"
fist draft
Final Output
Further Development
If it can be used as a campaign......
The poster can add simple animation simulating the light on effect. (top left photo)
"Your 24-h hair stylist" can be used as a pop-up barber shop concept. The barber shop will use different kinds of Gatsby hair products to do hair styling, which could be a good branding campaign for Gatsby. (bottom left and right photo)
如果比賽不是以平面海報展現的話，而是以一個小型廣告campaign來看，我認為可以把它作出gif的形式，模擬霓虹燈開燈的感覺，霓虹燈的感覺會更加突出。
另外還可以做o2o，做一間pop-up的髮型屋，用poster的霓虹燈部分做pop-up髮型屋的logo，而裡面可以是全部使用gatsby的產品，或者加上簡單的禮物換領，吸引更多人來參與gatsby的活動，從而幫gatsby營造一個好玩有趣的品牌形象。
Result
Art Category - Hong Kong Champion
Art Category - Winner of the Grand Prix
芸術性を感じる個性的な作品が並んだ部門であったが、レイアウトや細かいところを高く評価された彼女の作品がグランプリを勝ち取った！
——千原徹也 Tetsuya Chihara
(lemonlife jp ceo)
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