OPTICAL ODYSSEY

Bronze Spike
TitleOPTICAL ODYSSEY
ClientJINS INC.
Product / ServiceJINS TIME SLIP GLASSES
CategoryG06. Photography / Curation of Images
EntrantDENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
Production J.C. SPARK Tokyo, JAPAN
Production 2 GEEK PICTURES Tokyo, JAPAN

The Campaign

The ad was not only made to show product design, but also to show the time machine effect on users as they don Time Slip glasses and return to a favorite era. The crowds, dressed in vintage fashions, become the cultural landscape of each era, a virtual and visual icon. The magic in these glasses calls out from a single poster. Each scene visualizes the excitement Time Slip frames bring to life. Advertising in Japan is mainly celebrity-focused, so this ad was a challenge.

Creative Execution

The shooting was held in a studio with 50 extras strolling about. The product itself is not highlighted in the picture, but the eye is led to focus on the central character surrounded by the crowd. Rather than creating time-specific scenery, we used vintage costumes to express each era. Our goal was not to imitate fashion of the past. Instead, color was used to deliver a modern interpretation of specific eras with a unique twist.

Indication of how successful the outcome was in the market

JINS is Japan’s #1 eyewear manufacturer. From production to sales, we do it all. We reverse expectations, creating optical innovations to meet myriad needs. Our exclusive lines include affordable eyewear for all, frames measuring concentration, anti-blue light lenses, and more. The JINS Time Slip Collection was launched on September 9, 2017, with prices around $80. Transit advertising was featured at 50 stations in Tokyo from September 10 to October 7. Interior posters were displayed in 50 train cars in Tokyo from September 11 to 17. Magazine advertising targeted “FUDGE” and “SWITCH,” with monthly circulations of 133,600 and 100,00, respectively.

Credits

Name Company Position
So Yamada DENTSU INC. Creative Director
Sayaka Arimoto DENTSU INC. Copywriter
Kimiko Sekido DENTSU INC. Art Director
Taiga Iwata DENTSU INC. Copywriter
Riko Ishizaki DENTSU INC. Designer
Alex Prager Freelance Photographer
Akira Fujii J.C. SPARK INC. Designer
Ayaka Kuwajima J.C. SPARK INC. Designer
Yuji Ozawa GEEK PICTURES INC. Producer
Fukutaro Inadome GEEK PICTURES INC. Producer
Noriaki Tosaki NISSHO CO. Printing Producer
Tomomitsu Nakano DENTSU CREATIVE FORCE INC. Account Producer
Mai Ishiwata DENTSU CREATIVE FORCE INC. Account Producer