Pupparazzi-worthy Shave with Panasonic

In 2018, I had the honor of representing DDB Group Philippines at AdStars: New Stars in Busan, South Korea—a global creative competition where we had just 24 hours to craft a campaign. Our challenge? Sell the Panasonic Electric Shaver to young consumers in Korea. With K-Pop idols setting the standard for sharp, stage-ready looks, we saw an opportunity to connect the product to a cultural phenomenon—but with a fun twist.

Enter Panasonic KPups—a campaign that transformed scruffy dogs into dazzling K-Pop stars using the Panasonic Electric Shaver. By styling furry friends with clean, idol-worthy looks, we created a playful yet compelling demonstration of the product’s precision and safety. The campaign extended across print and digital, featuring behind-the-scenes content that made grooming feel effortless, entertaining, and shareable.

We didn’t take home the grand prize, but our idea won over judges and fellow competitors alike because of our furry K-Pup Idols. This experience reinforced my belief that creativity isn’t just about solving a brief—it’s about finding unexpected, joyful ways to engage people. And sometimes, the most memorable ideas come with wagging tails.