Title | EXECUTIVE DIRECTOR |
Brand | DR. RECELLA CO. LTD |
Product / Service | AQUA VENUS SERIES |
Category | A01. Fast Moving Consumer Goods |
Entrant | SPOON INC. Tokyo, JAPAN |
Idea Creation | REVAMP CORPORATION Tokyo, JAPAN |
Idea Creation 2 | CATCH INC. Tokyo, JAPAN |
Production | SPOON INC. Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Akihiro Fukube | CATCH Inc. | Creative Director / Copywriter / Planner |
Takeichiro Saito | Revamp Corporation | Creative Director |
Daisuke Hirata | OND° | Director |
Eisuke Saito | Spoon Inc. | Producer |
Keiko Ono | Spoon Inc. | Producer |
Shigeki Yoshioka | GORILLA | Editor |
Ron Yamamoto | OMUNIBUS JAPAN Inc. | Editor |
Katsuya Yamada | aiin CO., LTD. | Music |
Kazusa Saikai | Spoon Inc. | Production Manager |
Shingo Gima | Diamond Snap, Inc. | Director Of Photography |
Hirofumi Toba | Freelance | Lighting |
Yui Miyamori | Freelance | Director or Art |
Ikuko Utsunomiya | MAID LANE REVUE | Stylist |
Satoshi Yamazaki | sylph | Hair & Make up stylist |
Miwake Adachi | Freelance | Mixer |
Through advertising and social media, the standards of "beauty" are becoming something that can only be obtained through the use of heavy make-up and filter apps. It no longer surprises us that the flawless models we see in adverts have been photoshopped. As technology advances a single tap can augment our physical appearance. As this becomes the norm, more women are losing confidence as they compare themselves with these artificial, unobtainable images of beauty. This campaign intends to question what beauty has become in the modern world, and to send out an encouraging message to all women of all ages to explore their inner beauty through Dr. Recella's carefully crafted, additive-free products.
This campaign was broken down into two film adverts : the first is a "stereotypical" beauty ad featuring a "talent", and the second shows the editing process that goes into creating "flawless skin" that we've become so accustomed to. For the first advert, we featured Dr. Recella's executive director Kyoko Okusako as the talent. It was made in a generic beauty ad format but without the deceptions. The aim was to create something familiar to the audience whilst showing the true effects of the product in its simplest form. The second advert is a satirical illustration of how much editing is involved to create "flawless skin". We wanted to exploit this process to further enunciate the client's philosophy of true beauty that requires no touchups.