Japanese cosmetics company Shiseido has a bright and colourful new campaign by Wieden and Kennedy Tokyo for its WASO product line. Via Adweek:
The strategy behind the work involves pitching this new line to young, digitally-focused consumers more likely to be swayed by the arresting visuals. A gradual product rollout effort began earlier this summer with WASO’s official Instagram page and a website targeted to young Japanese consumers.
“Our target audience–millennials–don’t believe in a singular definition of beauty. And neither do we,” the brand statement reads. “We believe that no matter who you are, if you’re true to yourself, you are beautiful, simply because you come from nature. We have launched WASO by creating a campaign which reminds our audience of this and in doing so celebrates their individuality and confidence.”
Beyond the films above, the full campaign also includes a series of “on the road” films and a group of striking, high fashion-style images representing different elements in the WASO equation, as shot by Dutch photographer Viviane Sassen.
The digital photos pair modern clothing and hairstyles with a collection of particularly striking landscapes to achieve maximum visual contrast. The colors of the models’ clothing and surroundings also correspond to the elements represented: bright orange carrots, golden honeycomb, bluish mushroom, the varied greens of the loquat tree and the more neutral “tofu” tones.