REAL BEAUTY ID

TitleREAL BEAUTY ID
BrandDOVE/UNILEVER JAPAN
Product / ServicePERSONAL CARE
CategoryA01. Glass
EntrantADK Tokyo, JAPAN
Idea Creation ADK Tokyo, JAPAN

Credits

Name Company Position
Atsushi Matsumoto ADK Creative Director/Copy Writer
TAKAYUKI YAMADA ADK Planner
MAI SATO ADK Copy Writer
大塚聡 ADK PR Director
DAISUKE HIRATA Tohoku Shinsha Director
TAKASHI ASO Tohoku Shinsha Producer
SATOSHI KIKUCHI Tohoku Shinsha Production Manager
TAKUYA OOMURA Tohoku Shinsha Production Manager
TOMOAKI OGURA independent Photographer
SEIGO TAKEUCHI NA Lighting Director
AYANA FUKUOMRI NA Sound Operator
Akiko Miyamoto ADK Account Director

The Campaign

In order to tackle with this situation, Dove launched a project to re-take student ID photos at Hiroo Gakuen, a central Tokyo high school. Before the photo session, a surprise was prepared in which each student watched a video with comments from her classmates. Made newly aware of their own attractive features, the students took part in the photo session with feelings of confidence. Their expressions were vibrant, and the new student ID cards revealed their charm and personality. (Student IDs produced during this project were actually used by the students until graduation day.)

Creative Execution

This film placed on Dove's brand site as well as YouTube from March 1 to April 16, 2018 - Spring, when Japanese schools start new school term.

Released on March 1 2018, a YouTube video introducing the project earned 3.5 million views within the first month. Large numbers of positive comments posted on Twitter and other SNS and the project received coverage in other media. Comment from a participating stutdent; We can’t express our personality in usual student ID photos just by taking a photo. This time, I think my new school ID become unique and special with a sense of myself after listening comments from my friends. Comment from a teacher; We might have a stereotype that we are supposed not to smile for student ID photos. But through this project, I found the positive aspects of my own and felt confidence both inside and out at the same time. Comment from a chairman of the school; Trying this project turned out to help the students to be confident and positive

Creative devices and their intent The most significant creative device is the documentary nature of the film. Because we wanted our message to resonate with young women in Japan, we completed the film without any creative artifice. The reactions and comments of the students were all unrehearsed, making it a pure documentary. We made careful preparations with teachers and administrators at Hiroo Gakuen and our film shoot was completed over the course of seven days. The student interviews were conducted one-on-one, and the resulting segments were edited for each student. We prepared our “surprises” for the ID photo shoot and filmed the students’ live reactions. Beginning with the initial proposal to our client, it took more than one year to complete the film, which serves as a real documentary of today’s teenaged Japanese girls.

Links

Video URL