Title | READ OUR LIPS |
Brand | ISEHAN CO., LTD. |
Product / Service | KISSME |
Category | G07. Copywriting |
Entrant | DENTSU INC. Tokyo, JAPAN |
Idea Creation | DENTSU INC. Tokyo, JAPAN |
Media Placement | DENTSU INC. Tokyo, JAPAN |
PR | PLATINUM Tokyo, JAPAN |
Production | DENTSU CREATIVE X INC. Tokyo, JAPAN |
Production 2 | TOW Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Junta Yoshikawa | Dentsu Inc. | Creative Director |
Shingo Hiraoka | Dentsu Inc. | Solution Director |
Asami Sakae | Dentsu Inc. | Solution Director |
Mariko Fukuoka | Dentsu Inc. | Copy Writer |
Nao Karakida | Dentsu Inc. | Art Director |
Fumi Annoura | Dentsu Inc. | Art Director |
Takato Akiyama | Dentsu Inc. | Communication Planner |
Masaya Yomaru | Dentsu Inc. | PR Planner |
Sezan Iseda | Dentsu Inc. | Director |
Kaya Sato | Dentsu Inc. | Account Exective |
Sagae Hiroyuki | Dentsu Creative X Inc. | Producer |
Takahiro Kobashi | Dentsu Creative X Inc. | Production Manager |
Shota Higashi | Dentsu Creative X Inc. | Designer |
Shoko Okada | Dentsu Creative X Inc. | Designer |
Ryosuke Harashima | Dentsu Creative X Inc. | Retoucher |
Akihiro Kitamura | Dentsu Creative X Inc. | Retoucher |
Satoko Yanagihara | Dentsu Creative X Inc. | Editor |
Yuya Kanase | TOW CO.,LTD | Interactive Producer |
Chikako Hata | TOW CO.,LTD | Event Producer |
Takashi Aoki | TOW CO.,LTD | WEB Director |
Yuya Hamamura | Platinum, Inc. | PR Consultant |
Karen Matsuba | Platinum, Inc. | PR Consultant |
Ayaka Yamasaki | Platinum, Inc. | PR Consultant |
We first wrote a message of empowerment, which consisted of 106 syllables. We then invited 106 influential women professionals in a variety of fields to leave their own mark on this statement. They did this by applying a KISSME lipstick and leaving a lipstick mark on a sheet of paper, while mouthing one of the syllables in the statement. We then lined up the lipstick marks below the syllables to complete the statement. In the process, we were able to demonstrate that lipstick was not a decorative item applied for the pleasure of others, but a powerful tool for self-expression.
A public unveiling of the statement was held in March in honor of International Women’s Day. It was posted on a 3-by-6-meter board set up in Shibuya, an area in Tokyo that is popular among young women. The 106 contributors helped publicize the unveiling through social media. For those who couldn’t make the event, we posted the statement online along with a making-of movie and detailed information on who left which lipstick mark. Our hope was that word on this project would spread primarily through the contributors’ online followers and fans.
Thanks to word of mouth from the statement’s contributors and their online followers and fans, the project was widely covered in social media and on various news websites. As a result, we were able to deliver our statement encouraging women to live free of societal constraints to a sizable audience. In the process, we were also able to change the popular image of lipstick as a decoration applied for the pleasure of others into that of a powerful tool for self-expression.