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Product / ServiceD PROGRAM
CategoryA04. Direct Response Digital Media
Entrant Company:HAKUHODO KETTLE Tokyo, JAPAN
DM/Advertising Agency:HAKUHODO KETTLE Tokyo, JAPAN



Name Company Position
Izumi Matsumoto Siseido Creative Director
Kentaro Kimura Hakuhodo Kettle Inc. Creative Director
Masato Kosukegawa Siseido Planner
Ken Funaki Hakuhodo Kettle Inc. Planner
Kazuaki Hashida Hakuhodo Kettle Inc. Planner
Sayaka Sakata Hakuhodo Kettle Inc. Planner
Motonari Kobayashi Siseido Art Director
Shoko Tanaka Siseido Copy Writter
Shou Akiyama Light Publisity Copy Writter
Masayuki Miyazawa Siseido Producer
Hirotoshi Tamura Hakuhodo Producer
Noriyuki Kato Hakuhodo Producer
Toshi Morikawa Hakuhodo Kettle Inc. Producer
Tetsuro Hayakawa Crusoe Digital Planner
Daisuke Watanabe Crusoe Digital Planner
Ayabe Jinnouchi Crusoe Digital Planner
Jumpei Amemiya Tow Producer
Yoko Saiyama Tow Producer
Nobutoshi Kawashima Tow Producer

The Brief

Women developing sensitive skin are on the rise in Japan because of stress and irregular living and working hours. Unfortunately, promises for better skin results and new product features are no longer trusted by them. We found that what they really need is stability of their skin. How can we once again attract these target women for a re-launch campaign of Shiseido “d-program”, the skincare brand for delicate skin?

Creative Execution

The best moment for a woman to think about her skin is when she is in front of the mirror, reflecting herself and watching how peaceful and stable her skin is. In fact, the most important thing for better skin is to watch, know and talk more about her skin in front of the mirror. We offered her an opportunity to have conversation with herself about her “Peace for Skin” and this opportunity let her be recommended by herself, not by others.

Describe the creative solution to the brief/objective.

We developed an innovative and interactive touch point - ”Peace Mirror”. By simply uploading her photo, a 3D version of her face in the mirror moves, talks and blinks. We put them at sampling booths in major train stations. By answering 6 questions asked by herself, she can find out her skin type and receive the right product sample based on the result. Then, on her mobile phone, a 3D version of her face recommends her to try “d-program”, and on the website a beauty expert gives her daily advice through the mirror according to her skin diary.


The response of the “Peace Mirror” at the stations and on mobile phones led to the increase of visitors to the website, we acquired more than 800,000 PV in just 1 month. As a consequence, this campaign resulted in a sales increase of 29% from the previous year.