Arcade Singapore launches Shiseido’s innovative new WASO skincare range targeting millennials
In June 2017, Shiseido introduced a new and completely distinctive product range aimed at millennials. Inspired by Japanese washoku philiophy, WASO products are made up of natural ingredients such as carrot, loquat leaf, tofu, white jelly mushroom and honey. Shiseido parterned with Arcade to develop creative communication collateral to support the Asia Pacific region with the launch.
Arcade developed assets to bring to life the unique product and ingredient story of WASO across digital platform and point-of-sale.
The 30 second digital film opens with the question ‘Where does beautiful skin come from?’ and stars five naturally made-up young millennials from different Asian diversity ethnicities shot against a range of natural backgrounds. The new WASO product ingredients are featured every 5 seconds. The overall effect is powerful visual storytelling that captures the diverse and confident faces of young Asian Millennials juxtaposed against the beauty of nature.
The film is supported by 6-second cut-downs also created from the master 30-second film and a series of stunning product and lifestyle imagery that place the natural ingredients at the heart of the story.
This campaign is disrupting traditional beauty product advertising in a number of ways – the videos don’t mention the product benefits, and instead are designed to peak curiosity to drive young milliennals online to do their own product research. The creative assets feature only the individual raw ingredients shot beautifully to bring out their respective skincare benefits.
Mark Taylor, Arcade co-founder and CCO said, “Great products can sell themselves. We did our best to capture the simplicity of WASO’s philosophy and the purity of their ingredients in the most authentic way possible. Helping Shiseido launch their innovative new skincare range was a great honour for us.”
Tatsuya Nagai, Vice President of Prestige Divison from Shiseido Asia Pacific added, “WASO is uniquely formulated with whole-cell to enhance the natural state of beauty. The film and visuals encapsulate this beautifully by creating heroes out of the natural Japanese food ingredients used as the core of each of our products.”
Credits:
Mark Taylor – Group CCO
Hoon Pin Kek – Creative Director
Michael Low – Head of Studio
Li Jun Pek – Copywriter
Kayla Chia – Art Director
Sunny Chuang – Art Director
Shaun Lee – Director of Operations
Evelyn Djuhari – Senior Digital Project Manager
Chin-Han Yu – Account Director
Melissa Teo – Senior Account Executive
Michelle O’Brien – Senior Planner
Gwen Lee – Junior Planner
Geoff Ang – Director & Photographer
Roy Zhang – Director & Photographer
David Chan – Producer
SongZu – Audio Production
Alice VFX – Post-Production Studio
Wishing Well – Re-touching Studio
Trinax – Interactive Studio