Arcade Singapore uses an epic rap battle starring ShiGGa Shay to launch Gatsby's new pomades

Gatsby.jpgTo mark the launch of Gatsby's new hair pomades, Arcade collaborated with Singaporean rapper ShiGGa Shay to create an epic rap battle video. The rapper is well known for his iconic pompadour hairstyle, a look that can be achieved using the new 'Upper Hold' pomade.

Entitled 'Style Wars', the battle stars ShiGGa Shay battling against himself, styled in a completely new way - with slick-back hair and a tailor-made suit. Each look matches the product offering of both variants of the Gatsby pomade - 'Classical Tight' for a sleek look and 'Upper Hold' for street.

Gatsby 2.jpgGatsby 4.jpgGatsby 3.jpgContrasting locations have been aptly chosen - 'Street ShiGGa' and his iconic pompadour hair-style is set in a biker garage-themed barbershop. His opponent,

'Sleek ShiGGa' with his sleek side-parting and classic charmer style is set in a gentlemen's parlour complete with leather sofas and mahogany fittings. The colour hues of the two settings subtly reflect the red and gold packaging of each variant.

At the close of the battle, viewers are asked to pick a side - The Sleek, or The Street.

Arcade founder and CCO Mark Taylor said, "Collaboration is a big part of what we do. ShiGGa Shay bought into our concept right from the start, wrote most of the lyrics himself and really got into both the roles he played. The result is a really authentic piece of work. Thanks to our brave clients, our team's passion and the awesome ShiGGa Shay, we've ended up with a really entertaining campaign. We had a lot of fun and it shows in the work!"

Sales and Marketing Director Takaya Ueda from Mandom Corp Singapore Pte Ltd added, "We wanted a new and unique concept that would resonate with young males in Singapore, whilst bringing them a quality pomade at an affordable price. Working with a talented local rapper was a great experience and the results so far have been really positive. We've not only seen a significant increase in social media followers, but also an increase in sales."

The video and digital campaign will be supported by a series of on-ground activations such as in-store and on campus pop-up barber shops where participants can get their hair professionally styled according to the side they pick 'The Sleek' or 'The Street'.

Credits -
Arcade Team
Mark Taylor: CCO
Gary Tranter: CCO
Angelina Tan: Account Director
Tracy Ong: Account Executive
Shaun Lee: Creative Services Director
Sunny Chuang: Art Director
Pek Li Jun: Copywriter
Keith Chang: Producer
Michelle O'Brien: Senior Planner
Takaya Ueda: Sales & Marketing Director of Mandom Corp Singapore Pte Ltd
Shane Sng: Senior Marketing Executive (Men's Grooming: GATSBY)
Hiroshi Harada: Founder/Group CEO of Innovative Phenomenon International Pte Ltd
Production: Reckn Studios
Davian Teo Wee Ping: Director
Glenn Yong Zhu Xiang: Producer
Paul Daniele Viray Prado: DP
Yong Jun Jie Jonathan: Editor
Ysabel Wong Yoke Yan: Producer
Color grading: Kraftw5rkz
Sound design: Songzu


Affectations Galore said:

woulda been more fun getting kanye rapping in singlish.

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