| Title | MY OWN PERSONAL MANGA |
| Brand | UNILEVER JAPAN CUSTOMER MARKETING |
| Product / Service | LUX SUPER RICH SHINE / LUX SUPER DAMAGE REPAIR |
| Category | C01. Integrated Campaign Led by Direct |
| Entrant | ADK JAPAN Tokyo, JAPAN |
| Entrant Company | ADK JAPAN Tokyo, JAPAN |
| Advertising Agency | ADK JAPAN Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Hiroki Nakamura | Kayac.inc | Programmer |
| Toru Obara | Kayac.inc | Markup Engineer |
| Minoru Takai | Kayac.inc | Markup Engineer |
| Serina Chihara | Kayac.inc | Designer |
| Aoi Ichikawa | Kayac.inc | Art Director |
| Marie Shutou | Kayac.inc | Planner |
| Mamiko Murakami | Kayac.inc | Planner |
| Junichi Sakaguchi | Kayac.inc | Technical Director |
| Naoyuki Araki | Kayac.inc | Technical Director |
| Hideki Sugimasa | Kayac.inc | Producer |
| Toshiki Nakamura | Adk | Digital Media Planner |
| Yuki Kitayama | Adk | Senior Magazine Media Planner |
| Yoshihiro Kozuka | Adk | Communication Planner |
| Kenshiro Suzuki | Adk | Communication Planner |
| Naoko Sato | Adk | Senior Communication Planner |
| Katsuaki Onishi | Adk | Senior Communication Planner |
| Junnosuke Wakai | Adk | Account Executive |
| Momo Fukuda | Adk | Account Executive |
| Daisuke Ishikawa | Adk | Senior Account Executive |
| Hiroko Uchigaki | Adk | Account Director |
Brief: Make LUX a more accessible brand for target women in their 20's. Strategy: The LUX TVCM has created a luxurious world featuring Hollywood celebrities but the target could not relate to this gorgeous world. Hence, we made to make the targets themselves the heroine of a romantic story and have them actually be part of a world of luxury.
Our brand aim to let the target feel LUX more accessible and attractive. Thus we selected "manga" as communication format. It is the most familiar entertainment to our target, which they grown up with since their childhood.
Solution: A new type of manga (comic) was created in which the target themselves became the heroine of a popular story unfolding into different stories depending on the reader. And female 20's are accustomed to reading comics on the Smart phone device. So we investigate the usability of manga on smart phone device and reflect the study of it on our contents.
Result: Over 120,000 women created their own manga and became the heroines of a romantic drama. Earned over 5,000 Likes on Facebook. over 10,000 Shares on Facebook, Twitter or mixi.