DIGITAL CAMPAIGN STRATEGY
WASO launched in 2017 to offer skincare inspired by the holistic and natural Japanese culinary tradition of wa-shoku. These products use key ingredients like carrot, loquat, honey, tofu, yuzu citrus to help balance, hydrate, and nourish skin. To introduce two new products offerings in the 2019 Autumn/Winter season, our team developed a digital-first activation inspired by Japanese folk culture and its culinary relationship with fresh ingredients.
The products themselves are inspired by yakumi: herbs and spices used as fresh condiments in Japanese cuisine. One product draws inspiration from wasabi, the vibrant green spicy root often served with raw fish. The other is momiji-oroshi, a pulpy mix of grated daikon radish and carrots. This collection are complementary products — not part of a core skincare routine. As a result, consumers are meant play: add as you wish.
As a nod to the culinary culture that inspired these products, the campaign concept combines the culinary inspiration of playing with yakumi and karuta, a traditional Japanese card game. The key visuals are modernized, colorful cards that infuse karuta design elements. The campaign film features a whimsical world where two players face-off in a game reminiscent of karuta, where each card is connected to a skincare product.
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I was specifically tasked with developing the creative concept and digital communication strategy for this seasonal campaign. Working across languages (Japanese + English), we developed a creative campaign that truly reflects a multicultural approach.
PS. Our core team consisted of an all-women task force and I couldn’t be more proud.
Created as a creative director at monopo
art director / designer: Hiroka Hasegawa (H inc.)
creative producer: Asako Tomatani (monopo)
account manager: Asuka Otani (NEWPEACE)
film director: Kyotaro Hayashi (DRAWING AND MANUAL)
assistant director: Yuka Yamaguchi (DRAWING AND MANUAL)
cinematographer: Ryo Saito (amanaphotography)
sound: Satoshi Murai
editor: Kotomi Kawasaki (IMAGICA Lab)
film talent: Megumu
film talent: Rina Hagai
stylist: Bunta Shimizu