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W+K Tokyo's Colourful Cosmetic Campaign for Shisedo Redefines Beauty for Modern Audiences

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W+K Tokyo initiates Global launch of WASO, a new Japanese skincare line from Shiseido for twenty somethings, to connect with millennial youth
W+K Tokyo's Colourful Cosmetic Campaign for Shisedo Redefines Beauty for Modern Audiences
W+K Tokyo handled the launch of WASO, a new skin care line targeting youth from Shiseido brand. Shiseido is a Japanese cosmetic company founded in 1872 with their products available in 88 countries.

The campaign comprises of talents such as Viviane Sassen and Julian Klincewicz who have helped create strong visual and film contents for the project. Targeting the generation of “digital native”, WASO campaign is strategically and creatively produced for mobile digital platforms. Communication strategy was used to inject creative idea into digital culture, where each piece of communication has a clear role in driving consumers down the purchase path - from building awareness, to consideration, and also to trial & share the product all on a digital platform.

WASO's official Instagram site launched in July work as one of the platforms rolling out this social contents to build awareness and consideration. WASO's official Japanese website is the place where audience can register for trial sampling and it will launch first in Japan in August, 2017.

W +K Tokyo is also responsible for the package design of product’s outer carton. The WASO brand lineup is available in some Asian countries and online in the USA from July, with further regions to follow across 2017 and 2018.

WASO: Introducing WASO, a new and distinctive product from Shiseido– designed for Millennials, crafted with authenticity. WASO products are inspired by the “washoku” philosophy, which is about bringing out the essence of minimal natural ingredients.

IDEA: Their target audience–millennials–don’t believe in a singular definition of beauty. And neither do they. They believe that no matter who you are, if you’re true to yourself, you are beautiful, simply because you come from nature. They have launched WASO to create a campaign which reminds their audience of this and in doing so celebrates their individuality and confidence.

CHALLENGE: Their challenge was to find a simple voice for WASO that was is in tune with millennial’s perspetives on beauty.

CAMPAIGN VOICE: All things beautiful come from nature.

CAMPAIGN CONCEPT: WASO believes that no matter who you are, if you’re true to yourself you are beautiful; simply because you come from nature.

EXECUTION: They juxtaposed and combined the classic and breathtaking landscapes of the wilderness with the modernity of youth. The contrast of these timeless, dramatic vistas with confident, colourfully, stylised millennials will create a strikingly simple portrait that is a uniquely ownable aesthetic to WASO. They provided a visual toolkit for each product. Each toolkit will consist of different components: a wide portrait hero shot, a close-up portrait, an ingredient shot, and a product shot. These assets can then be used in a number of combinations across a range of media.

KEY VISUALS: Photographer: Viviane Sassen Models: Mix of talents (DJ, Skater, Stylist, Fashionista, Transgender, etc) with multiple talents they consider as “influencers” to their audience.
Talents: Jenny Choi, Amalie Rose, Elliott Jay Brown, Torraine Futurum, Lotte Van Nort.

Their campaign idea is ‘All Things Beautiful Come from Nature.’ A statement on both the product ingredients and the diverse millennial audience they’re for. They brought this idea to life with a film that combines nature and technology to create something beautiful.

A behind the scenes film about the launch film came out alongside interviews from the Directors and the creators of the film. Filmed by Julian Klincewicz: They have collaborated with millennial artist and influencer, Julian Klincewicz to create both their Behind the Scenes content and the ‘On the Road Routine’ films. He’s a young multimedia artist and fashion influencer, who has been making exciting content recently with Kanye West, Gosha Rubchinskiy, Acne and Supreme. He directs, shoots, edits and creates his own music, which made him a nimble collaborator, ideal for this kind of project. His style is youthful and energetic, and he uses a beautiful colour palette which compliments their brand look and feel.

The other two films by Julian Klincewicz will also launch from 1st September, who made appearance himself on one of the video with his muse and girlfriend Irie.

In the other video, starring stylist, Jenny Choi the ad expresses how their audience don't have regular skin care routines. They travel, they're spontaneous, they need a product that fits around them. So they celebrated this lack of routine with a series of on-the-road films that see their influencers using products in the real world, in their real lives, on the move. On the Road with Irie and Julian: On the Road with Jenny Choi uses their visual assets to establish their brand look and feel across social. They used their tagline, “all things beautiful come from nature”, as their Instagram header to connect with their audience on an emotional level and present their unique brand perspective 

Executive Creative Director Tota Hasegawa, Mike Farr
Creative Director Azsa West 
Art Director Sara Phillips 
Copywriter Rebecca Pottinger 
Strategic Planner Irina ToneHidemi Takeuchi
Agency Producer Kana Wakabayashi, Kosuke Sasaki
Production Manager Abby Marten, Yoko Onodera
Designer Ayano Takase
Communications Planning Justin Lam
Account Team Kensuke Suemasa, Kayoko Kinjo  
Yoshiko Amano (Karen Peng
Kentaro Hayashi  Kyoko Aihara 
Key Visual
Photographer Viviane Sassen
Print Producer Simone Takasaki (W+K) 
Agency Producer Marni Beardsley ( W+K) 
Talents Jenny Choi, Amalie Rose, Elliott Jay Brown, Torraine Futurum,  Lotte Van Nort 
Key Visual Shoot Behind the Scene Video 
Director/Editor/Composer Julian Klincewicz 
Agency Producer Marni Beardsley (W+K) 
WASO Launch Film & Behind the Scene Video 
WASO Launch Film 
Director Dvein 
Co-Director Espaday Santacruz 
Production Company Blinkink
Agency Producer Kana Wakabayashi
Production Executive Producer Bart Yates 
Production Producer Benjamin Lole
Production Manager Alberto Lopez Garrido 
DOP Juan Santa Cruz 
Timelapse DOP Juan Santa Cruz Tulio Ferreira 
Focus Puller Alvaro Rodiguez 
Camera Assistant Leticia Iniesta 
Video Assistant Hugo Dominguez 
Gaffer Nacho Ortiz 
Grip Vicente 
Production Coordinator Paloma Espinos 
Runner Irene Sanchez Barbara Gonzale
Art Director David Diez 
Art Assistant Mireia Soto 
Model Maker Alejandro Bravo Carlos Delgado
Post Production Analog + Blinkink 
Grade Dirty Looks 
Colourist Steve Bearman 
Music Ivan Llopis@Banjo Music 
Sound Design Ivan Llopis@Banjo Music 
Post Production Supervisor Dave Burton 
Editor Maria Anton 
Landscape Designer & Botanical Supervisor Ana  
Robots Universal Robots 
Behind the Scene Video
Director & Cinematographer Tulio Ferreira
On The Road Films
Director/Editor/Composer Julian Klincewicz
Agency Producer Marni Beardsley 
Talents Jenny Choi, Irie Jean Calkins & Julian Klincewicz 
Project Bumper Video
Director Junji Kojima 
Cameraman   Masami Naruo 
Art Director Ayano Takase
Copy Writer Victoria Trow
Production Company TeeVee Graphics Inc.
Production Producer Takamasa Araki 
Lightman Wada 
Cameraman 1st Eriko Kimura 
Cameraman 2nd Yoshimori Azadu 
Cameraman 3rd IIno Media Pro 
Makeup Artist Katsuya Kamo mgr mitsu  
Editor Yujiro Izumi 
Special Equipment GIVS Kayanuma  
Prop Tokki Mune 
Composer Fuminori Tsunakawa 
Talent Orlane, Yuka, Helena Inoue 
Production Manager (Airi Takenoshita) 
Agency Producer Kyoko Aihara
Web Design
Web Design RaNa design associates, inc.
Agency Web Producer Masaki Endo 
Copy Writer Victoria Trow 
Social Contents
Art Director Ayano Takase 
Copy Writer Victoria Trow 
Movie Producer/Editor Kosuke Sasaki 
Digital Production Assistant Joaquin Zuluaga
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Wieden+Kennedy Tokyo, Fri, 18 Aug 2017 11:55:49 GMT