SUB CATEGORY :

GUERRILLA MARKETING & STUNTS

ENTRANT COMPANY :

OGILVY SINGAPORE PTE LTD, SINGAPORE

TITLE :

THE VISA LOOPHOLE

BRAND :

SHEA MOISTURE

ADVERTISER :

SHEA MOISTURE

AGENCY :

OGILVY SINGAPORE, SINGAPORE

MANAGING DIRECTOR :

DAVID DAHAN/AANCHAL SETHI

CHIEF CREATIVE OFFICER :

REED COLLINS/NICOLAS COURANT/MARCO VERSOLATO

CREATIVE DIRECTOR :

STEPHAN SCHWARZ/JASON NARTEY

ART DIRECTOR :

ADRIAN GAMBARETTO/MAGGIE MICHELLA

COPYWRITER :

NICOLAS IAMPOLSKY

AGENCY PRODUCER :

LUKE PIDGEON

VIDEOGRAPHER :

ZADOK DONKOR

CLIENT SERVICE DIRECTOR :

PRITIKA GUPTA

ACCOUNT DIRECTOR :

VINX ZHANG/BETSEY OSUTEYE

ACCOUNT EXECUTIVE :

GADELYN LARYEA

STRATEGIC PLANNING DIRECTOR :

SUMEGHA RAO/ANAM HAKEEM

FILM PRODUCTION COMPANY :

MR+POSITIVE, TOKYO

DIRECTOR :

CONNOR GILHOOLY

DIRECTOR OF PHOTOGRAPHY :

GIANPAOLO LUPORI

ASSISTANT DIRECTOR :

HENRY BUCKLEY

EXECUTIVE PRODUCER :

PETER GRASSE

LINE PRODUCER :

YUKIKA TASAKI

POST-PRODUCTION COMPANY :

OGILVY SINGAPORE, SINGAPORE

CAMPAIGN SUMMARY :

The Visa Loop is a creative and strategic initiative that goes beyond traditional advertising and it is designed to build a deeper connection with consumers by crafting immersive and engaging experiences for people in Japan with African roots and Afro-textured hair. It focuses on creating memorable interactions with consumers in need of hairdressers who understand their specific hair care needs. The campaign opens a gallery space, allowing Afro-textured hair to be treated and cared for in a culturally relevant and professional environment.

Shea Moisture, a brand with over a century of expertise in Afro-textured hair care and roots in West Africa, aimed to address the lack of professional hair care services for the Afro-Japanese community. Japan is home to 20,000 people with African roots, but despite having 500,000 hairdressers, it’s nearly impossible for African Japanese people to find a stylist skilled in Afro-textured hair. This challenge is compounded by Japan’s strict immigration policies, which make it difficult for foreign hairdressers to work in the country. On average, it takes two years to become a licensed hairdresser, and exams are conducted solely in Japanese.

Shea Moisture responded to this need by using the Artist Visa to bypass these restrictions, recognizing Black hair care as an art form. This innovative strategy enabled the brand to provide vital services to the Afro-Japanese community while fostering cultural appreciation. The campaign sparked meaningful conversations about diversity and the importance of representation in a country with limited access to specialized care for Afro-textured hair. By leveraging creativity and strategy, the campaign reinforced the brand's commitment to inclusivity and cultural respect.

CREATIVITY/IDEA/INSIGHT :

Shea Moisture presents the Visa Loop.
Shea Moisture is a brand that has cared for Afro-textured hair since 1912, with roots originally coming from West Africa. We decided to find a way around these complicated immigration policies, finding a loophole to bring in specialised hairdressers that can take care of the hair of this Japanese minority. We flew them in using the Artist Visa.
Why the artist Visa? Because Black hair is Art.
We brought in hairdressers by fulfilling the lighter requirements of the Artist Visa: No Japanese exam, Art to sell, A sponsor and A place to exhibit your art.

STRATEGY :

Our target audience is a small minority in Japan. About 20 000 Japanese are of ethnic African origin. Their hair has very specific needs, needs that cannot be met by traditional Japanese hairdressers. And because of immigration laws, this has been a consistent issue for them. They sometimes plan holidays abroad in order to find a hairdresser.
That is why Shea Moisture decided to address this issue by creating the Visa Loop.

EXECUTION :

In order to circumvent the issue of a 2 year long hairdresser visa with an exam in Japanese, we applied for an another visa, with less stringent obligations: the Artist Visa.
After all, Taking care of Afro-textured hair is art. The artist visa required a sponsor - so Shea Moisture sponsored them - a place to exhibit and Art to sell. We rented Wabi Gallery in the heart of Tokyo and had our hairdressers perform for 2 months.

RESULT :

We flew in 20 hairdressers over a period of 3 months for them to “perform” and reinforce that black hair is art. Around 200 persons could benefit from treatments and care they are usually denied from in Japan