CAMPAIGN OF CELL-PHONE MODEL FOR FEMALE by Dentsu Inc. Tokyo for Kddi Corporation

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CAMPAIGN OF CELL-PHONE MODEL FOR FEMALE

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Industry Mobile phones, devices & accessories
Media Design & Branding
Market Japan
Agency Dentsu Inc. Tokyo
Creative Director Norifumi Adachi
Art Director Masahiro Honda
Designer Mai Komatsuzaki, Saki Suzuki, Nanami Yamada
Photographer Takashi Miezaki
Released February 2010

Credits & Description

Category: Posters
Advertiser: KDDI CORPORATION
Product/Service: CELL-PHONE
Agency: DENTSU
Date of First Appearance: Feb 9 2010 12:00AM
Entrant Company: DENTSU, Tokyo, JAPAN
Creative Director: Norifumi Adachi (DENTSU INC.)
Art Director: Masahiro Honda (DENTSU INC.)
Designer: Mai Komatsuzaki (DENTSU INC.)
Designer: Saki Suzuki (NesT.O.inc)
Designer: Nanami Yamada (NesT.O.inc)
Copy Writer: Haruko Tsutsui (DENTSU INC.)
Copy Writer: Ryoko Matsuoka (DENTSU INC.)
Account Executive: Toshifumi Kato (DENTSU INC.)
Creative Producer: Yasue Nakajima (DENTSU INC.)
Creative Producer: Yuki Suzuki (DENTSU INC.)
Photographer: Takashi Miezaki (trinite inc.)
Stylist: Sachiko Ito (BRUCKE CO.LTD.)
Media placement: Temporary Exhibition - KDDI DESIGNING STUDIO - 09 Feb 2010 - 19 Feb 2010

Describe the challenges and key objectives
To create the unique world and playful touch/spirit, which the graphics of fashion brands usually have, to firmly grab the hearts of women. We produced four stories with the theme “What if there is a cell-phone in the world of Snow White?”

Describe the brief from the client
Develop the ads to improve brand image of au, the Japanese cell-phone company. Target is Female 20’s and 30’s. The objective is to make them feel that au provides stylish and refined cell-phone models for them.

Describe how you arrived at the final design
In the poster, unique materials are used effectively – crystals for poisoned apple, acrylic/net for princess dress-, and the tag line tells new story to complete another Snow White with the mobile phone.

Give some indication of how successful the outcome was in the market
We selected magazines and fashion buildings as the segmented media for females. As a result, four-time series of the ads successfully contributed to increase the number of guests and their sojourn time in these buildings.