Menicon Design & Branding MAGIC by Dentsu Inc. Tokyo, PARTY Tokyo


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Industry Prescription Eyewear
Media Design & Branding
Market Japan
Agency Dentsu Inc. Tokyo
Creative Director Morihiro Harano
Art Director Yoshihiro Yagi
Copywriter Haruko Tsutsui
Designer Toshimitsu Tanaka, Ayano Higa
Producer Tetsuji Nose
Agency PARTY Tokyo
Released October 2011

Credits & Description

Category: Publications & Business Communications
Advertiser: MENICON
Agency: DENTSU
Agency: PARTY
Creative Director: Morihiro Harano (Party)
Copywriter: Haruko Tsutsui (Dentsu Tokyo)
Art Director: Yoshihiro Yagi (Dentsu Tokyo)
Account Exective: Dai Sakashita (Dentsu Chubu)
Agency Producer: Koji Wada (Dentsu Tokyo)
Designer: Toshimitsu Tanaka (Katachi Co.)
Designer: Ayano Higa (Katachi Co.)
Producer: Tetsuji Nose (Drill)
Printing Producer: Takeshi Arimoto (Style Printing)
Freelance: Takaya Sakano (Photographer)
Technology: Yosuke Mochizuki (Retoucher)
Media placement: Brochure - Retailers - 24 October 2011

Describe the brief from the client
Launch Campaign for New Daily Disposable Contact Lens.

Describe the challenges and key objectives
We designed everything. Magic is Menicon’s new contact lens series, which uses a new technology that enabled the super thin 1mm container.
From name to product design and communications, contact lens were launched as a design product.

Describe how you arrived at the final design
The lens pops up from a 1mm thin flat pack. We developed the logo and slogan ‘New dawn’ from this revolutionary package feature. We elevated the product to a design concept involving the package and the communication message.

Give some indication of how successful the outcome was in the market
Created a buzz through exposure in various media, including Facebook, Twitter and overseas news outlets. The company will likely expand operations overseas and increase the number of stores where its products are sold.