Estética Brasil Beauty: The Wax-Off Coupon

Japanese woman are obsessed with beauty & personal care. In Tokyo alone there are thousands of beauty salons competing for business, offering every service imaginable. Our client, a waxing salon, wanted to stand out among the crowd in a unique and original way Ogilvy & Mather Tokyo decided to create a series of posters with a 20% discount coupon that demonstrates quite literally the results of our client's service.The coupon was printed on a thin strip of transparent film almost invisible to the eye, except by a little tab that invited women to "peel it off". The information to redeem the discount was typographically designed to look like hair, making the model on the poster look like she needed waxing. Posters were placed in high traffic areas, and passers by could simply 'wax' the coupon off the poster to use it in the salon.