Title | OTSUKARE PRINCESS ANALYSIS |
Brand | JOHNSON & JOHNSON VISION CARE |
Product / Service | ACUVUE FOR ASTIGMATISM |
Category | A02. Fast Moving Consumer Goods |
Entrant | McCANN ERICKSON JAPAN Tokyo, JAPAN |
Entrant Company: | McCANN ERICKSON JAPAN Tokyo, JAPAN |
Advertising/Web Design Agency: | McCANN ERICKSON JAPAN Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Yohei Yamashita | Mccann Worldgroup/Mrm Worldwide | Account Supervisor |
Kazuki Fujiwara | Universal Mccann/Mccann Worldgroup | Media Planning Director |
Junpei Fukunishi | Universal Mccann/Mccann Worldgroup | Media Planning Supervisor |
Yohei Takeshita | Universal Mccann/Mccann Worldgroup | Media Planning Supervisor |
Jun Asano | Mccann Worldgroup/Mccann Erickson | Executive Creative Director |
Mikako Yamamuro | Mccann Worldgroup/Mccann Erickson | Senior Art Director |
Takuji Yamane | Mccann Worldgroup/Mccann Erickson | Business Director |
Sachiko Ishihara | Mccann Worldgroup/Mccann Erickson | Account Supervisor |
Moe Shiba | Mccann Worldgroup/Mccann Erickson | Account Executive |
Prior to the launch campaign of the ACUVUE for astigmatism brand contact lenses, our mission was to create a buzz about astigmatism among the product target; female 20-34years old, and raise their interest in astigmatism in an entertaining way. Turning attention to the relation among astigmatism, eye strain, and general tiredness, we created a website where users could analyze their unique “tiredness type” according to their past activity on SNS or answering simple questionnaires on the spot. Ultimately our aim was to raise the targets’ interest in the fact that astigmatism have the possibility of causing eye strain.