Title | ALL THINGS BEAUTIFUL COME FROM NATURE |
Brand | SHISEIDO |
Product / Service | SHISEIDO WASO |
Category | A01. Creation of a new Brand Identity |
Entrant | WIEDEN+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 |
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 |
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.
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.
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.