| Title | THE KAWAII TWEAK HAZARD SONG |
| Brand | MANDOM |
| Product / Service | GATSBY PERFECT SKIN LOTION |
| Category | D01. Social Video |
| 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 |
GATSBY PERFECT SKIN LOTION is a men’s skincare product. There is a strong perception in Japan that skincare is something only women do, and men’s cosmetics brands are flocking to create campaigns to build a culture of men’s skincare. GATSBY PERFECT SKIN LOTION is the gold standard of these products, but with a package redesign planned for 2018, we wanted to find a high-market impact way to further increase awareness of the product among men in their 20’s.
GATSBY released a web video about “photo filter apps,” which is a highly relatable theme among our target demographic of men in their 20’s. We coined the phrase “THE KAWAII TWEAK HAZARD” to describe the recent 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 is based on the market insight that many men have experienced embarrassment when someone else has shared comically filtered photos of them. The video includes an appearance by famous comedian Cha Kato, who became the posterboy of this phenomenon when his much younger wife posted a heavily-filtered photo of the two of them. The photo has since become a popular internet meme in Japan.
This video was posted on YouTube for a three month period starting on October 31st, and attained popularity via a Twitter promotional site and PR articles.
The video got picked up by more than 50 media outlets, including television programs. What’s more, during the week the video was released, the product saw a 300% increase in sales compared to the previous year.