Hoya Corporation Design & Branding MAKE YOUR OWN COLOURS by ADK Asatsu-DK Tokyo

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Industry Photo & Video Cameras, Accessories
Media Design & Branding
Market Japan
Agency ADK Asatsu-DK Tokyo
Creative Director Tomotake Kawagoe
Art Director Tetsufumi Takei
Copywriter Atsushi Matsumoto
Producer Hirofumi Sato
Released October 2010

Credits & Description

Category: Posters
Advertiser: HOYA
Product/Service: CAMERA
Date of First Appearance: Nov 28 2010
Entrant Company: ADK JAPAN, Tokyo, JAPAN
Creative Director: Tomotake Kawagoe (ADK Japan)
Copywriter: Atsushi Matsumoto (ADK Japan)
Art Director: Tetsufumi Takei (ADK Japan)
Producer: Hirofumi Sato (ADK Japan)
Planner: Hiroki Ishiyama (ADK Japan)
Media placement: Poster - Station - 28/Nov/2010
Media placement: WEB - WEB - 1/Non/2010

Describe the brief from the client
The posters advertised the launch of a digital SLR camera, which can be ordered to have a colour combination chosen from 12 body colours and 10 grip colours.

Describe the challenges and key objectives
The objectives: to make available a camera with never-before-seen colours; to convey that this camera can have any colour combinations from the palette available.

Describe how you arrived at the final design
All the visuals were prepared using photographs of actual products. Photographs were taken of each colour combination to use as pieces to create 10 brilliantly patterned mosaics, each mosaic made into a poster consisting of 12 colour combinations. Through advertising all 120 possible colour combinations in such a manner, we appealed to the market that a customer can choose any colour combination from the 120 available.

Give some indication of how successful the outcome was in the market
The website had unique users of over 410,000 between the campaign’s launch and January 20.
Product recognition: 40.8%
Annual sales volume: all-time high for the brand.