SHISEIDO WASO Official Instagram

ROLE
Creative Direction, Video Production, SNS, Photo
DELIVERABLE
Video, SNS, Photo
DATE
Jul 2019

“WASO” is a Shiseido global skincare brand inspired by the philosophy of washoku (Japanese cuisine). monopo was responsible for planning and executing the 2019 AW season campaign, including the production and creative direction behind the social media communications strategy, key visuals, social media content, and the brand video for the campaign.

WASO: The Skin Care Brand Born From Japanese Philosophy

Containing high-quality ingredients derived from nutrients found in Japanese cuisine, washoku-inspired skincare brand WASO finds its roots in Japanese culture. To effectively communicate that essence to their targeted audience, the 2019 AW Campaign aimed to reinforce WASO’s brand philosophy to further engage a global audience. Targeting demographics spanning from younger Millennials to Gen Z, we developed a revitalized communication and creative branding strategy primarily focused on Instagram.

Delivering the “Character of Contemporary Japan” through the “YAKUMIX” Campaign

The 2019 AW YAKUMIX product launch campaign was inspired by colorful traditional Japanese spices and dishes such as wasabi and momiji oroshi (a traditional side dish of grated white radish and chili pepper. While there are many well-known and popular symbols of traditional Japanese culture, to better connect and sympathize with our target audience, we decided to focus on expressing the “Character of Contemporary Japan.” We found inspiration in “karuta”, a Japanese game which is not well-known overseas, as a creative motif to evoke a globally-minded, pop, and modern aesthetic.

Producing Various SNS-Friendly Content

Instagram: In addition to brand and product visuals, our campaign strategy also included collaborating with various influencers, producing “karuta”-inspired content, and CG content. By diversifying the type of content, the six-month long 2019 AW campaign is able to continually engage and involve the target audience with the YAKUMIX concept.

Brand Movie: In accordance with our creative concept, the brand movie we produced was inspired by karuta, a game that is well-known in Japan. The video features two cast members playing their own version of a skincare karuta match based off WASO’s step-free skincare.

Key Visuals: While expressing both the power of simple ingredients and a pop-modern aesthetic which uses Japanese ingredients as inspiration, we focused on producing a colorful and playful aesthetic that could draw in a younger audience.

CREDITS

CLIENT
SHISEIDO
ROLE
Creative Direction, Video Production, SNS, Photo
THE TEAM

Creative Director
Lessa Chungmonopo Tokyo

Creative Planner / Contents Producer
Asako Tomotanimonopo Tokyo

Contents Producer
Kensuke Tanakamonopo Tokyo

Agency
NEWPEACE Inc.

Brand Vision Producer
Asuka Otani(NEWPEACE Inc.)

Art Director / Designer
Hiroka Hasegawa(H inc.)

Director
Kyotaro Yuka Yamaguchi(DRAWING AND MANUAL)Hayashi(DRAWING AND MANUAL)

Assistant Director
Yuka Yamaguchi(DRAWING AND MANUAL)

Cinematographer
Ryo Saito(amanaphotography)

Light
Naoto Tanoue

Stylist
Bunta Shimizu

Makeup
Reiko Ito(SHISEIDO)

Hair
Jun Nakamura(SHISEIDO)

Art
Mayumi Okamoto

Food Stylist
Yuko Nakazawa

Model
MEGUMU

Model
RINA HAGAI

Sound
Satoshi Murai

Editor
Kotomi Kawasaki(IMAGICA Lab)

Production Producer
Hiroki Goto(wonderactive)

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