8/6/2019 Zeljko APSOTW KOS the Brief

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BackgroundIn 1990, King of Shaves was a startup that fought through hard times but managedto stay afloat. Their founder, Will King, experiencing shaving problems himself,created a shaving oil that helped ease the pain and rash. That was the companiesfirst product. After a rocky start, KOS transformed into a serious contender in theUK shaving market. Now is the time to step forward.

Audience:The creative class guys that are all about freedom and comfort. Their loose style isthe expression of their freedom of thinking that allows them to be open minded atwork and in life in general. Their relationship with shaving is like with vacuumcleaning - rare and displeasurable.

Business Challenge:KOS leaves the safe shores of UK and advances abroad into the unknown.

Creative Challenge:Shaving industry nowadays reinforces the image of a well groomed, cleanly shavenguy. But what about the others? Make occasional shaving a form of expressingcreative freedom.Support:The rise of the creative class, as witnessed by the book and simple observation,seems to be overlooked by the shaving industry. There lies an opportunity for KOS,

which needs to find itself a space and place in the big boy world dominated byGillette and Wilkinson. KOS needs to get back to its original startup roots, this timeon a slightly bigger scale.

Practicalities:Integrated campaign focused on digital and selected sponsorships. Every pennycounts.