When Philips released their new high end electric shaver, the Arcitec, they needed to give Japanese salary men an excuse to spend on a high end shaver while their wives controlled the family purse strings.
The solution was a movement called “Kokekokko” based around our hero, Salaryman Sato, directed at negotiating more “kozukai” (allowance) from your wife. The campaign was centered around a protest campaign that we took to the streets of Tokyo drumming up support for men to have equal rights to buy luxury items! It also included election style posters, an online campaign and a lot of giveaways.
“Pledge: The Journey” Video