Title | MY CRAYON PROJECT |
Brand | SHISEIDO |
Product / Service | NO PRODUCT |
Category | A12. Corporate Social Responsibility (CSR) / Corporate Image |
Entrant | R/GA TOKYO, JAPAN |
Idea Creation | R/GA TOKYO, JAPAN |
Media Placement | R/GA TOKYO, JAPAN |
Production | R/GA TOKYO, JAPAN |
Name | Company | Position |
---|---|---|
So George Sugitomo | R/GA Tokyo | Executive Creative Director |
Naru Kudo | R/GA Tokyo | Senior Producer |
Bob Mackintosh | R/GA Tokyo | VP/ECD APAC |
Ayumi Nishimoto | Shiseido | Designer |
Hokuto ishikawa | Shiseido | Copy Writer |
Nodoka Kagaya | Shiseido | Digital Creative |
Masato Kosukegawa | Shiseido | Executive Creative Director |
Masayuki Mizutani | Toichi Bungu | Crayon Artist |
Kazuyuki Mizutani | Toichi Bungu | Crayon Artist |
Teruyoshi Irie | Toppan Insatsu | Printing Producer |
Yas Osawa | TOKYO / Taiyo Kikaku Co., Ltd | Producer |
Ryuichi Hasegawa | TOKYO / Taiyo Kikaku Co., Ltd | Film Director |
Mai Takachiyo | TOKYO / Taiyo Kikaku Co., Ltd | Production Manager |
Miki Takusagawa | TOKYO / Taiyo Kikaku Co., Ltd | Production Manager |
Anju Yoshida | TOKYO / Taiyo Kikaku Co., Ltd | Production Manager |
Tetsuro Hirano | None | Cameraman |
Tadashi Sato | None | Cameraman |
Tomohiro Takahashi | None | Lighting |
Nao Yoshida | TSP | Sound |
Wataru Katsumi | TSP | Sound |
Ryuichi Hasegawa | TOKYO / Taiyo Kikaku Co., Ltd | Offline Edit |
Ben Conkey | TOKYO / Taiyo Kikaku Co., Ltd | Colorist |
Daniel Muller | audioforce | Music |
Erik Reiff | audioforce | Music |
The experience takes place over a two hour period with Morals class and Art class combined to accommodate a workshop. It begins with a Shiseido representative sharing the film and introducing the session. The ‘hada-iro’ of each child was then detected with a special tech device used by skin scientists in Shiseido’s skin research department. This skin analyzer can detect the subtle colors and hue differences of every human being living on Earth. Each child has their skin scanned, to reveal to themselves (and others) that their skin color is unique. Following this, each child receives a crayon that represents their one and only ‘hada-iro,’ that is made in a special factory using analyzed data which is then turned into color pigments and added into each crayon. The kids then draw portraits of themselves, then to better understand others, they swap crayons with another child before drawing each other.
To date, six schools have signed up to the CSR initiative, with more being planned throughout 2018. Primarily the program was designed for elementary school children. Since launching however, both junior and high schools throughout the country are reaching out to Shiseido, and further workshops are under way. All of the children that participated understood the importance of diversity and respecting one another. “Everybody has their own Hada-iro that was a discovery” “I’m surprised there are 70 billion shades!” “I now know that my Hada-iro is special and the only one in the world.” “The common sense I had for Hada-iro has collapsed, in a good way.” “The differences make is unique and that is what we need to respect.” Were just some of the comments gathered from the children that participated.
To be meaningful and relevant, the initiative needed to be real. This meant finding a way of engaging schools and proving the idea’s value. A ‘pilot’ workshop was developed then documented in the form of a 2 minute film which was then used to engage other schools in the initiative. Once schools were engaged, the workshop format was further developed in collaboration between the school leaders, Shiseido and the agency.