Creative Execution

We created a brand film to convey the simple fact that "paper comes from forests," we used a tissue to represent the lives of various forest animals. Using the stop motion animation technique, a tissue paper transforms frame by frame to a tree, to a bird, to a frog and so on. We aimed to make up an image that no one had ever seen before. So we started with creating a radically new craft named “Tissue ORIGAMI Craft Art” which is a formative art using traditional Japanese “ORIGAMI” technique, “Chigiri” (tearing), “Nejiri” (twisting) utilizing the soft texture of tissue.

Despite no paid media, It caused a buzz overseas in a week after the release, and it had been viewed over 1 million times in a month. So many people tweeted and shared their sensation. Highly-praised by major web media all over the world. CNN / Huffingtonpost(us, uk, fr) / Yahoo!(uk, jp) / AOL(us, uk) / GIZMODE(us, jp) / Creativity Online etc. It got into media in Japan too, and became a popular topic. VIEW : 1,846,605 (as of 7 August 2014) Share : over 160,000(Like / Tweet / Other social Share) PV : Increased up to approx. 400%

Nepia is a tissue manufacturer, which works on controlling sustainable forests, conserving their ecosystems. Nepia wanted to communicate its CSR initiatives to the world. However, even if a company does something good for the world, consumers get bored if it is explained at length. In addition, not many consumers visit the Web to browse such information on their own. And no longer anyone doesn't share advertisement. Therefore, we decided to create entertaining content using the company’s CSR initiatives as a motif, that would arouse people’s interest and make them share it on social networks. The point here is that by showing only the actual creations themselves, the content we made didn’t look like an ad. There was no voiceover, and because the content was quintessentially Japanese, we achieved our aim of generating extensive coverage in various overseas media first, which resulted in a more natural buzz occurring here in Japan.