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Shiseido aims to break Asian stereotypes with film that focuses on millenials and diversity, not product

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Japanese skincare company Shiseido released a film aimed at millennials in June 2017 that introduced a new product range called Waso, which was inspired by the Japanese washoku philosophy and made up of natural ingredients such as carrot, loquat leaf, tofu, white jelly mushroom and honey.

The 30 second film, which was produced by Arcade, opens with the question: ‘Where does beautiful skin come from?’, and stars five naturally made-up young millennials from different Asian ethnicities shot against a range of natural backgrounds.

What stands out in the video is that it captures the diverse and confident faces of young Asian millennials juxtaposed against the beauty of nature, as well as not mentioning the product benefits and instead encourages viewers to do their own product research.

Mark Taylor, co-founder and chief creative officer at Arcade tells The Drum that the agency chose this approach because it wanted to break away from the traditional stereotype of Asian skin being fair (from East Asian culture) and to embrace the diverse beauty of different skin types. “What they all have in common is healthy, glowing skin - which is what Waso enables and protects,” he says.

“We also want to change the perception that Shiseido is a skincare brand that only caters for a more mature audience. Waso was created to appeal to a younger age group. There is also a trend amongst millennial women of purchasing natural and organic products,” Taylor adds.

Taylor further explains that the agency wanted to communicate the idea that “All Things Beautiful Come From Nature” and the idea that Waso brings to life the best of both worlds, which is skincare that works and is a fun experience.

More importantly, Tay says traditional beauty product advertising focuses a lot on the science and Waso hopes to break that trend by staying true to its philosophy of using natural ingredients for young skin. 

Arcade: Shiseido 'All things beautiful come from nature'

Agency: Arcade
Client: Shiseido
Date: September 2017
In June 2017, Shiseido introduced a new and completely distinctive product range aimed at millennials. Inspired by Japanese washoku philiophy, WASO products are made up of natural ingredients such as carrot, loquat leaf, tofu, white jelly mushroom and honey. Shiseido parterned with Arcade to develop creative communication collateral to support Asia Pacific region with the launch.
Arcade developed assets to bring to life the unique product and ingredient story of WASO across digital platform and point-of-sale.
The 30 second digital film opens with the question ‘Where does beautiful skin come from?’ and stars five naturally made-up young millennials from different Asian diversity ethnicities shot against a range of natural backgrounds. The new WASO product ingredients are featured every 5 seconds. The overall effect is powerful visual storytelling that captures the diverse and confident faces of young Asian Millennials juxtaposed against the beauty of nature.
Credits:
 
 
 
Arcade Team
Mark Taylor – Group CCO
Hoon Pin Kek – Creative Director
Michael Low – Head of Studio
Li Jun Pek – Copywriter
Kayla Chia – Art Director
Sunny Chuang – Art Director
Shaun Lee – Director of Operations
Evelyn Djuhari – Senior Digital Project Manager
Chin-Han Yu – Account Director
Melissa Teo – Senior Account Executive
Michelle O’Brien – Senior Planner
Gwen Lee – Junior Planner
Production Partners
Geoff Ang – Director & Photographer
Roy Zhang – Director & Photographer
David Chan – Producer
SongZu – Audio Production
Alice VFX – Post-Production Studio
Wishing Well – Re-touching Studio
Trinax – Interactive Studio
Tags: Japan
 
 
 
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