Why is this work relevant for Entertainment?

With the release of “This Is Me. Rikako Ikee”, SK-II took a fresh approach to its content. This was an informal, deeply personal story that, importantly, came from Ikee’s own words. This was the establishment and launch of a new partnership for SK-II that gave voice to an extraordinary story that would resonate across Japan whilst reinforcing the brand’s philosophy of Change Destiny.

Background

SK-II is a premium Japanese skincare brand, and for the very first time, a Tier One sponsor of the Tokyo Olympics. They had signed a handful of inspiring female athletes for an Olympics campaign. In light of the postponement, we were briefed by the brand to come up with an alternate idea from the planned Olympics campaign.

Describe the creative idea

Having spent significant time talking with Rikako Ikee and digging into her story, we took her own words and wove them into a narrative that told the inside story of her journey to where she is now. Beyond the medals, beyond the illness. We wanted her to reveal the story in her own words and not ours. She took the brave decision to have the portraits of her without a wig, shared across the world. This was Ikee as she had never been seen before; without her wig, without her muscles, but with her trademark smile. It was crucial that we got the tone right and allowed her real story to shine. We captured Ikee-san in film and with photography showing the raw and different sides of her that are now a part of her identity. With SK-II & Ikee we created an emotional story that transcended typical branded content.

Describe the strategy

We spent time speaking to Ikee about her journey of recovery, focusing on understanding the change between then and now. We discovered the true beauty of hope and resilience that she had to find within herself in order to not just survive, but to move forward. This strength that she found during her battle gave her the confidence and desire to share a moment of her true self with the world. With no push media, we needed a powerful moment to share with our audience. So, in partnership with SK-II she removed her wig in public for the first time, revealing a new Ikee; one with short hair and showing her natural, raw self. This intimate moment would give Ikee the chance to really show her true self and hope to inspire a nation that has supported her, and her fans that have kept her going in her toughest moments.

Describe the execution

Working closely with SK-II and their partner agencies, the ‘This is Me. Rikako Ikee’ film was launched in May 2020 and posted by Ikee and SK-II on their social channels, together with three striking and personal portraits of the new Rikako Ikee. It was brought further to life on a dedicated brand microsite with personal messages and letters from Rikako Ikee, and an interactive photo diary—in hopes of providing positivity and strength in these times.

Describe the outcome

We were overwhelmed by the outpouring of positive support and encouragement from the nation. This story trended organically on top news on major social platforms and was covered on the front page of Japan’s national newspapers. FIRST TIME IN 28 YEARS a female solo athlete and our brand was on the front page of sports newspapers in Japan. 41 TV NEWS COVERAGE: Spots across top 5 TV stations (NHK, Nippon TV, TV Asahi, Fuji TV, TBS)
 TOP TRENDING TOPIC across Top 3 key digital platforms on
Line News, Twitter, Yahoo! News BRANDS INSPIRED BY IKEE & SK-II: Matsumoto Kiyoshi, Takashimaya & Rakuten & SK-II Beauty Influencers HIGHEST ORGANIC VIEWS:300k on video across SK-II's Instagram, Twitter & Youtube HISTORIC HIGH ENGAGEMENT on SK-II Japan Twitter account with positive comments; 5x vs the average 100% ORGANIC EARNED COVERAGE across TV, Newspaper, Publications and Social Media.