ALL THINGS BEAUTIFUL COME FROM NATURE

Silver Spike

Case Film

Presentation Image

TitleALL THINGS BEAUTIFUL COME FROM NATURE
BrandSHISEIDO
Product / ServiceSHISEIDO WASO
CategoryA01. Creation of a new Brand Identity
EntrantWIEDEN+KENNEDY TOKYO, JAPAN
Idea Creation WIEDEN+KENNEDY TOKYO, JAPAN
Production BLINKINK London, UNITED KINGDOM
Production 2 ANALOG London, UNITED KINGDOM
Additional Company UNIVERSAL ROBOTS Odense, DENMARK

Credits

Name Company Position
Mike Farr Wieden+Kennedy Tokyo Executive Creative Director
Tota Hasegawa Wieden+Kennedy Tokyo Executive Creative Director
Azsa West Wieden+Kennedy Tokyo Creative Director
Sara Phillips Wieden+Kennedy Portland Art Director
Ayano Takase Wieden+Kennedy Tokyo Designer
Rebecca Pottinger Wieden+Kennedy Portland Copywriter
Victoria Trow Freelance Copywriter
Marni Beardsley Wieden+Kennedy Portland Agency Art Producer
Kana Wakabayashi Freelance Agency Film Producer
Simone Takasaki Wieden+Kennedy Portland Agency Print Producer
Abby Marten Wieden+Kennedy Tokyo Production Manager
Yoko Onodera Wieden+Kennedy Tokyo Production Manager
Irina Tone Wieden+Kennedy Portland Strategic Planner
Hidemi Takeuchi Wieden+Kennedy Tokyo Strategic Planner
Justin Lam Wieden+Kennedy Tokyo Comms Planner
Kensuke Suemasa Wieden+Kennedy Tokyo Account Director
Kayoko Kinjo Wieden+Kennedy Tokyo Account Supervisor
Viviane Sassen WE FOLK Key Visuals Photographer
Julian Klincewicz Freelance On The Road Director/Editor/Composer
Dvein Blinkink Launch Film Director
Juan Santa Cruz EspadaySantacruz Studio Launch Film Co-Director/DOP
Bart Yates Blinkink Launch Film Production Executive Producer
Benjamin Lole Blinkink Launch Film Production Producer
Leticia Iniesta Blinkink Launch Film Camera Assistant
Ivan Llopis Banjo Music Launch Film Sound Design
Maria Anton Blinkink Launch Film Editor
Ana Blinkink Launch Film Landscape Designer & Botanical Supervisor

The Campaign

Authenticity is everything to this audience. Fiercely embracing their whole selves, they don’t fall for the beauty industries overly curated version of beauty. They believe beauty is being true to yourself. And our creative platform “All Things Beautiful Come From Nature” is an embodiment of this attitude. Democratic and inclusive, this philosophy speaks about everything from the botanicals in the range of gels, cleansers, scrubs and moisturizers – to the beings who wears them. Because no matter who you are, you are beautiful, simply because you come from nature.

Creative Execution

We started by redesigning the product packaging to capture a cleaner contemporary aesthetic. We then created a visual identity with Viviane Sassen—a fine artist and fashion photographer. Juxtaposing classic Japanese landscapes with the modernity of youth, the contrast created a strikingly simple portrait and a uniquely ownable aesthetic for WASO. For each of the 7 products we designed a visual system that allowed WASO to select different combinations dependent on their environment. Each series is color coordinated and inspired by its ingredient. Julian Klincewicz’s On The Road films were shot entirely on Super8, for a very specific color and texture palate. The texture invokes a sense of nostalgia, but also calls to the future – with Kodak’s re-introduction and push for Super8 in 2017. For the launch film, DVIEN created a living, growing installation that fused nature and technology – bringing to life the whole cell innovation behind the products.

Indication of how successful the outcome was in the market

Since launch, our work has helped to grow the brand from the ground up, developing an engaged social following. In the first 6 months after launch, the @waso_official account gained 9.9K followers organically. WASO has been globally recognized by millennial press such as Allure, bringing Shiseido to a new audience. WASO also received a Tier 1 rating from Sephora – notoriously hard to get, and a first for Shiseido.

Links
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