The Campaign

With the slogan of “Shine on, forever”, NEWoMan seeks to portray a new female image of women living long, strong, and attractive lives. The life force and energy of women who survive the harsh modern world was expressed with distinctive and varied portraits full of light.

Creative Execution

Women who make their own choices, with their feet firmly on the ground heading into the future of their own design. Women who don’t need to do anything fancy, but hold strong belief in their life. Women who don’t necessarily live in a typical male or female way, but just as themselves, not letting their sex dictate how they live. Women that don’t go for the ephemeral, but rather the long term choices. Working from this new appealing modern image of women, we held nude outdoor photo shoots of radiant women shining brightly. We wanted to put out a message of strong and graceful image of women living in Tokyo, Japan.

Indication of how successful the outcome was in the market

On opening day about 40,000 people visited, and it was covered by many TV and magazine mass media, net news, (special features on 25 TV programs and articles posted on 125 internet news sites), opening to a great success. It was greeted with a sympathetic response by many women living in Tokyo, Japan.

The challenge as a new commercial complex connected to the station was shifting from the existing narrow margin and high turnover model, to a high profit model by focusing the target on medium to high-income women with a high degree of mental freedom. To wipe away the male-dominated and discount image typical of a big terminal like Shinjuku station required a major shift. From these factors, we devised a strategy that worked to evoke not superficial desire of women (fact), but incite their inner pride.