Johnson & Johnson, Bandaid, Kizu Power Pad, 'Medical Quality', broadcast, television, May 2021.
Situation
Children use play to explore their environment, grow their imagination and discover new opportunities. Playing outside is fun, exciting and important for healthy development. Due to the spread of Covid-19, however, parents got concerned about letting their kids enjoy outdoor activities. This lead to a decrease in the risk of injury and therefore a fall in sales of the product.
Task
With growing recognition as a Covid-19 vaccine manufacturer, the client had a great opportunity to communicate its purpose—the democratisation of healthcare. Developing a new big idea 'delivering medical quality', we aimed to tell that the product came from the front line of medical care to heal anyone in the middle of injury.
Action
We created a strong, single-minded television commercial for 30-second spots. Starting from the laboratories where the professionals work on research and development and then the scenes transformed into a box of the product, we symbolically visualised how the medical quality was delivered to the customers, leaving the impression of credibility.
Result
***No information can be shown due to its confidentiality.***
Morinaga Milk Industry, Kraft, Fresh Mozzarella, 'Stretcheeeese!', broadcast / print, online / in-store, September 2019.
Situation
Playing with food is still considered taboo in Japan but we chose to break some rules as the biggest brand in the market. What we focused on was the most outstanding feature of mozzarella when eaten hot—it amazingly stretches. Featuring Nabe, Japanese hotpot dish popular in winter, and demonstrating that consumers can casually enjoy the cheese dishes at home in the cold season, we transformed mozzarella into entertainment through the striking video that made everyone willing to try.
Task
Mozzarella is remarkably stretchy when it is hot and melted—so we decided to take advantage of its unique properties and trending powers on social media and jump on the 'food-tainment' wave, confident that the visual appeal of mozzarella's amazing 'cheese pull' would be well received.
Action
For generating interest, we created a one-shot, live-action, and CG-free video, attempting to demonstrate in a surprising way that mozzarella stretches far beyond imagination when eaten hot. We also focused on creating viral expressions to make consumers willing to post and share their videos of trying to stretch the cheese.
Result
We delivered sales growth by 82%, with the video recording ten million views and reaching 25 million people thanks to mentions, reposts and shares. This translates into a PR value equivalent to 500 million JPY.
'Pen International', No. 1, Beautiful Africa, September 2017.
Statement
Before the vagaries of the digital world, we put pens to paper to tell stories and share ideas. The pen held a power and its holder a responsibility. 'Pen' magazine was named for this and the place in the heart handwriting held before the digital revolution and still holds today. Our first magazine was published in Tokyo 20 years ago, and we've carried on through social and economic changes with a lifestyle magazine that represents these changes and creative endeavours.
We cover a wide range of events and people, including subjects such as design, fashion, watches, food and travel. Certainly, the diversity of what we cover shows our passion for creative endeavours. High-quality objects and people have one feature in common: Invested time and effort. Forging quality into anything takes time and mastery of technique. We define creativity with effort, passion and attention to detail. Not with whether an object is expensive or not.
'Pen International', a subsidiary of 'Pen' (the Japanese edition), features two photographers: Daido Moriyama and Nagi Yoshida. Moriyama produces powerful images in a fraction of a second, but each image conveys multitudes and requires his effort over many hours to find that perfect moment. Yoshida puts her lens on Africa, showing passion and courage unlike anyone else. Their efforts are inspiring us.
Being creative doesn't mean exploding with talent. It's born into multiple moments throughout creative's life, and we want to share those moments.