CHANGE YOUR LIFE

TitleCHANGE YOUR LIFE
BrandWWW.DOMAIN.COM
Product / ServiceZOFF SMART
CategoryG06. Photography / Curation of Images
EntrantTUGBOAT DESIGN Tokyo, JAPAN
Idea Creation TUGBOAT DESIGN Tokyo, JAPAN
Idea Creation 2 TUGBOAT Tokyo, JAPAN
Media Placement HAKUHODO INC. Tokyo, JAPAN
Media Placement 2 INTERMESTIC INC. Tokyo, JAPAN
PR HAKUHODO INC. Tokyo, JAPAN
PR 2 INTERMESTIC INC. Tokyo, JAPAN

Credits

Name Company Position
Yasumichi Oka TUGBOAT Creative Director
Yasumichi Oka TUGBOAT Creative Director
Kengo Kato TUGBOAT DESIGN Art Director
Jun Goto TUGBOAT DESIGN Designer
Joachim G. Pinkawa Freelance Photographer
Markus van Hauten freelance Photographer
Marc Kirby freelance Photographer
Raiki Shirasagi TUGBOAT DESIGN Designer
Kenji Mitsuhashi TUGBOAT DESIGN Producer
Yuichiro Tashiro Stammgestalter GmbH Coordinator
Yoshitaka Kawaida TUGBOAT DESIGN Designer
Yuji Uenoyama CLIMBERS Photographer
Yosuke Mochizuki freelance Retoucher

The Campaign

If the aim of advertisement is only to convey the visual image of glasses as a product, it will be achieved enough as a fashion by getting a human model to put on glasses, but we choose an animal for a subject and personify it only by using a small tool of glasses. The technique of personification here not only gives the advertisement an originality that other companies do not have, but also has an aim of advertisement such that an imagination power can be evoked by using an animal other than a human as a model, and that a consumer projects his/her close person on each animal model to feel affinity.

Creative Execution

by changing the intellectual impressions of animals, we aim to make people in the world, who saw the advertisement, have their experiences: “impressions are greatly changed simply by wearing glasses”. Through this effect, we clearly showed “the change of impression” that glasses produced by taking care of the brand image more than the visual image of the product.

Indication of how successful the outcome was in the market

The sales on the day of advertisement expanded 1.5 times because we obtained a new purchasing layer by the advertisement that showed the value of glasses as a fashion item in an easy-to-understand manner. In addition, it was spread also through SNS, so that the retweet score in the twitter got into the domestic top 20 at the time of the day of the removal of information ban, and as a result, it became a popular advertisement spreading to more than 6000RT. The number of retweets is still increasing.

The main target is a person who already uses glasses and is potentially thinking to purchase the second and third glasses. As for a sub target, we dare to say that, assuming potential people who do not entirely purchase fashion glasses as a fashion item, we also aim to acquire a wider market even more.