| Title | MAGIC |
| Brand | MENICON |
| Product / Service | MAGIC 1DAY MENICON FLAT PACK |
| Entrant | DENTSU Tokyo, JAPAN |
| Entrant Company: | DENTSU Tokyo, JAPAN |
| Advertising Agency: | DENTSU Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Morihiro Harano | Party Inc. | Creative Director |
| Haruko Tsutsui | Dentsu Inc. Tokyo | Copywriter |
| Yoshihiro Yagi | Dentsu Inc. Tokyo | Art Director |
| Toshimitsu Tanaka | Katachi Co.ltd | Designer |
| Ayano Higa | Katachi Co.ltd | Designer |
| Koji Wada | Dentsu Inc. Tokyo | Agency Producer |
| Tetsuji Nose | Drill Inc. | Producer |
| Dai Sakashita | Dentsu Inc. Chubu | Account Executive |
| Takaya Sakano | Freelance | Photographer |
| Yosuke Mochizuki | Tecono | Retoucher |
| Takeshi Arimoto | Style Printing | Printing Director |
| Yusuke Kitani | Kaibutsu | Interactive Director |
| Qanta Shimizu | Party | Technical Director/Flash Engineer |
| Takuya Demura | Caviar | Motion Graphics |
| Masahiro Shoda | D-Cord Management | Photographer (Movie) |
| Toshifumi Oiso | Engine Plus | Video Coordinator |
| Hideyuki Chihara | Engine Plus | Video Coordinator |
| Hiroshi Jingu | Engine Plus | Video Coordinator |
Magic is Menicon's new contact lens series, which uses a new technology that enabled the super thin 1mm container. We created the total brand communications, including the product name, packaging design, PR solutions and advertisement.
Starting with Monocle, the campaign was noticed by over 60 credible media including domestic and international design publications, and test marketing in the Tokyo-area was a success. As a result, plans have been confirmed to start sale nation-wide in spring 2012, and the product has been positioned as the client’s flagship item. In addition, plans have also been confirmed to move forward with international sales.
With a strategy of 'launching disposable contact lenses as a design product,' we planned and rolled out an integrated campaign of graphic ads, TV commercials, a web site, in-store promotions, and PR using the 'Good Morning' press kit.