Hai Karate
BranD refresh
THE CHALLENGE
Resurrect Hai Karate and give it a brand makeover. Produce an advertising campaign to show it off.
my role
Creative Director
MY APPROACH
Hai Karate was a budget aftershave sold in the United States and the United Kingdom from the 1960s through to the 1980s. It is known for its amusing, over-the-top television and magazine ads, which included self-defense instructions to help wearers "fend off women".
In contrast to the advertisement’s exaggerated amorous overtones, my refresh sought to distill the concepts of desire and lean into playful innuendo by mirroring familiar martial arts objects with their lustful counterparts.
