Trends come and go. So as an advertising agency, Aspac doesn’t just look for trends but actually finds those that go beyond being a fad to being a part of pop culture. One of these is the selfie. After it was included in the Oxford English Dictionary in 2013 and named as the word of the year, Time Magazine recently identified Makati City as the selfie capital of the world with a staggering 258 selfies per 100,000 people.
But even before the selfie got this big, Aspac already came to Gatsby Hair Styling Wax with a campaign idea to make people realize how important it is to be selfie-ready. After all, social media has been flooded with all kinds of selfies – and not all of them flattering. So what if Gatsby could actually help guys become selfie-ready everytime?
To bring this idea to life Aspac created a full campaign that emphasizes the challenge of being selfie-ready in the face of selfie-worthy moments. And instead of going with the usual celebrity endorsers, Aspac recommended social media’s current it-boys, Jeron and Jeric Teng, to be the selfie-ready face of the brand.
The tongue-in-cheek campaign not only brings Gatsby’s brand benefit to life in a relevant and interesting way. It also gave the brand a hip and now image that the young market would like – an image that’s definitely selfie-ready.