Bioré UV Watery Essence campaign showcases light texture

While the product is banking on its watery-light texture that gives a weightless finish, the campaign is utilising this attribute as the communication springboard.

Playing up the “invisibly light” product feature for the outdoor campaign, a larger-than-life product mock-up is encased in a see-through display for the 3D bus shelter ad, creating a floating illusion to communicate the lightness of the product's texture.

The 3D bus shelter ads are placed in high-traffic downtown locations in Singapore to capture the attention of young working women, the core audience of the brand.

Lee Li Ching, senior brand manager at Kao Singapore, said the creative articulation of the product attribute of lightness encapsulates everything that the brand seeks to deliver.

Freddy Tan, group account director at Hakuhodo Singapore, meanwhile, noted that the outdoor piece is a crucial part of the total communication mix to drive footfall to stores. “The campaign is also supported with a 20-second TV commercial and magazines to reinforce the product message.”

The TVC also focuses on the light and non-greasy feature of the sunscreen.