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Kao conducts Biore campaign

Beauty products company Kao Canada has begun an out-of-home campaign for its Bioré skin care brand. Developed by John St. of Toronto, the campaign makes use of digital billboards that seek to remind consumers by name to wash their faces before going to bed. According to the agency, the ads are running on billboards that can be seen from condominium and apartment windows. The creative uses Census Ontario data to display the most common names for the residents of each building. The billboards are being accompanied by online pre-roll video ads on YouTube. This creative makes reference to the category of video the consumer is watching. The campaign will run each night in downtown Toronto and in Mississauga until May 16.

“The problem is universal,” said Cam Boyd, creative director at John St. “But we knew the solution needed to feel personal, since we’re infiltrating people’s nighttime routine. That’s why we chose to use a mass media channel in a direct way, creating a billboard that feels like a text from a friend who knows you a little too well.”

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