Title | THE KAWAII TWEAK HAZARD SONG |
Brand | MANDOM |
Product / Service | GATSBY PERFECT SKIN LOTION |
Category | B02. Other FMCG |
Entrant | DENTSU INC. Tokyo, JAPAN |
Idea Creation | DENTSU INC. Tokyo, JAPAN |
Production | KEYPRO Tokyo, JAPAN |
Production 2 | DENTSU CREATIVE X INC. Tokyo, JAPAN |
Production 3 | DIGITAL GARDEN Tokyo, JAPAN |
Production 4 | 77HOSHI MUSIC Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Yusuke Sato | DENTSU INC. | Creative Director |
Yujin Akita | DENTSU INC. | Creative Team |
Kazunori Kawagoshi | DENTSU INC. | Art Director |
Kyo Nishiyama | DENTSU INC. | Art Director |
Yohei Nemoto | Dentsu Public Relations.INC | Creative Team |
Masashi Araki | DENTSU INC. | Creative Team |
Keisuke Fujita | Cyber Communications.INC | Social Media Manager |
Yoshiki Miyaguchi | DENTSU INC. | Account Team |
Kei Hashimoto | Dentsu Tec inc. | Account Team |
Atsuyuki Shimizu | Dentsu Creative Force inc. | Creative Team |
Hibiki Ikezawa | HandY Co. ,Ltd. | Creative Team |
Hiroki Kidono | KEY pro INC. | Executive Producer |
Yuji Iida | Dentsu Creative X inc. | Producer |
Akiyoshi Fujii | KEY pro INC. | Product Manager |
Kakuto Nakada | Dentsu Creative X inc. | Product Manager |
Akira Ozawa | Dentsu Creative X inc. | Designer |
Wataru Sato | TYO INC. | Director |
Ryoken Okamura | Sturgeon INC. | Photographer |
Susumu Takakura | FRE-X INC. | Lighting Designer |
Ryo Sugimoto | Nouvelle Vague co.,ltd | Product Designer |
Keiya Ito | Nouvelle Vague co.,ltd | Product Manager |
Midori Ogyu | Freelance | Creative Team |
Haruka Yamaguchi | Freelance | Creative Team |
Junko Imai | MaQuillage Yuko co.,ltd | Creative Team |
Mizuki Maruyama | MaQuillage Yuko co.,ltd | Creative Team |
Ayumi Koide | TOKYO VISUAL ARTS | Creative Team |
Cha Kato | Izawa office co.,ltd | Creative Team |
Ayana Kato | Izawa office co.,ltd | Creative Team |
Chihiro Kurioka | Ray Talent Promotion,inc. | Creative Team |
Morirou Matsuura | Ray Talent Promotion,inc. | Creative Team |
Masataka Igarashi | Ray Talent Promotion,inc. | Creative Team |
Youhei Sasaki | Ray Talent Promotion,inc. | Creative Team |
Hiroki Jinbou | Ray Talent Promotion,inc. | Creative Team |
Hiroto Abe | Ray Talent Promotion,inc. | Creative Team |
Shota Oishi | Ray Talent Promotion,inc. | Creative Team |
Shunsuke Kubouchi | Freelance | Creative Team |
Tetsuya Takekawa | DIGITAL GARDEN INC. | Editor |
Soyoung Kim | DIGITAL GARDEN INC. | Editor |
Golomidov Max | DIGITAL GARDEN INC. | Creative Team |
Masahiro Nose | DIGITAL GARDEN INC. | Creative Team |
Masanari Hirashima | DIGITAL GARDEN INC. | Creative Team |
Kota Ikeda | 77HOSHI MUSIC | Music Supervisor |
Takahito Yoshikawa | DIGITAL GARDEN INC. | Sound Designer |
A group of men are gathered at a meeting spot. These men are all victims of non-consensual photo filtering. One after the other, men with peculiar faces come on stage and sing about how they themselves became victims. With sad, but loud, voices, they continue to sing a song and at the end they call for people to also look at their real faces. Because yes, some men also take care of their skin and have “skin they want others to see.”
GATSBY PERFECT SKIN LOTION is a men’s skincare product. There is a perception in Japan that skincare is something only women do, so even if a straightforward campaign were carried out, men would think the message doesn’t apply to them. In that context GATSBY released a web video about “photo filter apps,” a relatable theme among our target demographic of men in their 20’s. We coined the phrase “non-consensual filtered photo sharing” to describe the phenomenon of having photo filters applied to your face and shared without your knowledge and wrote a humorous song in which victims of this phenomenon lament their embarrassment at being made fools of. The video features ultra-famous comedian Cha Kato, who became the posterboy of this phenomenon when his much younger wife posted a heavily-filtered photo of him. The photo has become a popular meme in Japan.