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
Photographer Takaya Sakano
Agency PARTY Tokyo
Released October 2011

Credits & Description

Category: Posters
Advertiser: MENICON
Agency: DENTSU
Agency: PARTY
Creative Director: Morihiro Harano (Party)
Copywriter: Haruko Tsutsui (Dentsu)
Art Director: Yoshihiro Yagi (Dentsu)
Agency Producer: Koji Wada (Dentsu)
Account Executive: Dai Sakashita (Dentsu Chubu)
Producer: Tetsuji Nose (Drill)
Designer: Toshimitsu Tanaka (Katachi Co.)
Designer: Ayano Higa (Katachi Co.)
Photographer: Takaya Sakano (Freelance)
Printing Director: Takeshi Arimoto (Style Printing)
Retoucher: Yosuke Mochizuki (Tecono)
Media placement: Transit Ad - Omotesandou Station - 24 October 2011-30 October2011

Describe the brief from the client
Launch campaign for New Daily Disposable contact lenses.

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 lenses were launched as a design product.

Describe how you arrived at the final design
The lenses pop 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
We successfully launched contact lenses as design products. Our efforts helped to rejuvenate the company’s image and articulate the advertisers feeling of accountability and innovation toward developing a product that helps people see. Our campaign also showed contact lens users that they could enjoy wearing their monotonous lenses 365 days a year.