Product / ServiceAQUA VENUS SERIES
CategoryA01. Fast Moving Consumer Goods
EntrantSPOON INC. 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

Write a short summary of what happens in the film

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.

Cultural / Context information for the jury

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.