|Brand||ISSHIN DO HONPO|
|Product / Service||COSMETIC FACEPACK|
|Category||A06. Promotional Items|
|Entrant||DENTSU CHUBU Nagoya, JAPAN|
|Entrant Company||DENTSU CHUBU Nagoya, JAPAN|
|Advertising Agency||DENTSU CHUBU Nagoya, JAPAN|
|Production Company||C3 FILM NAGOYA, JAPAN|
|Toru Tsuya||DENTSU INC.||Creative Director|
|Kozue Kojima||DENTSU INC.||Art Director/Designer|
|Haruku Fukuta||DENTSU INC.||Copywriter|
|Julia Fangyi Chu||DENTSU INC.||Communications Manager|
|Haruki Tanaka||DENTSU INC.||Account Executive|
|Yoshitaka Kondo||C3 Film Co./Ltd.||Film Director|
We focused on the unique makeup of Kabuki, the “KUMADORI.”Catchy colors and designs of “KUMADORI” are very attractive for young people, too.Therefore, we printed “KUMADORI” into face mask sheet which is usually in plain. Now, anyone is able to enjoy Kabuki and care about personal beauty at same time.
Kabuki is a Japanese traditional entertainment which is selected as Intangible Cultural Heritage. It was first performed 400 years ago and has become one of the best-known Japanese entertainments. However, in recent years, young people are not interested in Kabuki at all. Our challenge was to make young people enjoy Kabuki in a casual way and pay attention to Kabuki again.
We invited the famous Kabuki actor, Ichikawa Somegoro to supervise our work. We chose two representative Kumadori patterns and create illustrations into face mask sheets which are usually in plain.
“Kabuki Face Pack” was reported by different mass media, such as TV show, newspapers and magazines. It was also talked a lot on Facebook and Twitter without using any advertising expenses. Many famous actors/actresses and athletes use Kabuki Facepack and upload pictures into their social media accounts. The first productions were sold out in two days and the additional sales were sold out in ten minutes. “Kabuki Face Pack” has become a bridge connection between the traditional Japanese entertainment “Kabuki” and young people.