| Title | ZOFF SMART |
| Brand | INTERMESTIC INC. |
| Product / Service | ZOFF SMART |
| Category | G06. Photography / Curation of Images |
| Entrant | TUGBOAT DESIGN Tokyo, JAPAN |
| Idea Creation | TUGBOAT DESIGN Tokyo, JAPAN |
| Idea Creation 2 | TUGBOAT Tokyo, JAPAN |
| Media Placement | INTERMESTIC INC. Tokyo, JAPAN |
| Media Placement 2 | HAKUHODO INC. Tokyo, JAPAN |
| PR | INTERMESTIC INC. Tokyo, JAPAN |
| PR 2 | HAKUHODO INC. Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Yasumichi Oka | TUGBOAT | Creative Director |
| Tetsuro Aso | TUGBOAT | Planner |
| Kengo Kato | TUGBOAT DESIGN | Art Director |
| Jun Goto | TUGBOAT DESIGN | Designer |
| Tsuyoshi Kusano | TUGBOAT DESIGN | Producer |
| Kenji Mitsuhashi | TUGBOAT DESIGN | Producer |
| Keibun Miyamoto | Freelance | Photographer |
| Takashi Nii | Freelance | Stylist |
| Shuji Akatsuka | Freelance | Hair Make |
The aim was to promote the presence of glasses as a fashion item, showing the charm of glasses outside of the goal of functionality (improving vision) through visually comparing people with/without glasses by lining them together symmetrically, allowing viewers to compare the usage/non-usage of glasses at a glance.
In order to appeal the presence of glasses as fashion, I made it a colorful and easy-to-understand campaign
The brand image was improved and improved sales figures of the relevant products were achieved by 150% compared to the previous year. This campaign succeeded in greatly expanding the purchase aim of the glasses from a simply functional item (improving vision) to a fashion item. Thus, this contributed to the acquisition of new users.
Target audience : new users.