| Title | NEW NOSE |
| Brand | KAO CORPORATION |
| Product / Service | NEW BEADS |
| Category | B04. Overall Functional Design |
| Entrant | BIRDMAN Tokyo, JAPAN |
| Idea Creation | BIRDMAN Tokyo, JAPAN |
| Idea Creation 2 | KAO CORPORATION Tokyo, JAPAN |
| PR | AUR Tokyo, JAPAN |
| Production | BIRDMAN Tokyo, JAPAN |
| Production 2 | COLORS Tokyo, JAPAN |
| Production 3 | EPOCH Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Toshihiko Minobe | Kao Corporation | EXECUTIVE CREATIVE DIRECTOR |
| Roy Ryo Tsukiji | BIRDMAN | CEO/CREATIVE DIRECTOR |
| Masaharu Miyasaka | BIRDMAN | CREATIVE DIRECTOR |
| Yuka Yajima | Kao Corporation | COPYWRITER |
| Junya Hoshikawa | BIRDMAN | Chief Design Officer |
| Yuta Toga | BIRDMAN | DIRECTOR |
| Ayami Maeda | BIRDMAN | PROJECT MANAGER |
| Takeru Kobayashi Kobayashi | BIRDMAN | CHIEF TECHNICAL OFFICER |
| Shudai Matsumoto | BIRDMAN | TECHNICAL DIRECTOR/FRONT-END ENGINEER |
| Kana Yasue | BIRDMAN | FRONT-END ENGINEER |
| Kyohei Yamano | BIRDMAN | FRONT-END ENGINEER |
| Kenichiro Tanaka | BIRDMAN | DESIGNER |
The main objective was gaining recognition among young people, who are mainly indifferent to which laundry detergent brand they choose. This targeted group rarely watches TV commercials, and therefore has little access to such related information. We aimed to raise brand awareness by using key words such as "odor", "smell", "laundry" within news articles on tech media platforms, and social media channels.
"The project was released in summer, the season when the smell of one's clothes becomes a real concern. In Japan, Aug. 7th marks the nose/flower day, a humorous play on words. The development, including the smell sensors took three months, while the project and presentation movies was produced over two months. One week before the release date we held a press release, to present the features of the prototype to the related media, and get featured on as many relevant media platforms as possible starting with Aug. 7th.
Website URL | Video URL | Video URL