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 Mitsuru Yamamori
Photographer Takaya Sakano
Agency PARTY Tokyo
Released November 2011

Credits & Description

Category: Online Digital Design
Advertiser: MENICON
Agency: PARTY
Agency: DENTSU
Creative Director: Morihiro Harano (Party)
Art Director: Yoshihiro Yagi (Dentsu)
Copywriter: Haruko Tsutsui (Dentsu)
Designer: Toshimitsu Tanaka/Ayano Higa
Photographer: Takaya Sakano
Photo Coordinator: Osamu Koiso
Motion Graphics: Takuya Demura (Caviar)
Sound Design: Toru Sasaki (Handsometracks)
Producer: Mitsuru Yamamori (Geekpictures)
Interactive Director: Yusuke Kitani (Kaibutsu)
Technical Director: Qanta Shimizu (Party)
Flash Engineer: Minoru Sako/Shinya Kobayashi
Flash Engineer: Qanta Shimizu (Party)
Flash Engineer: Shozo Okada/Miyuki Tsumagari (hi-posi)
Programmer: Naoko Umeta/Jun Kuriyama (S2 Factory)
Agency Producer: Koji Wada (Dentsu)
Agency Producer: Tetsuji Nose (Drill)
Media placement: Press kit - Domestic and International Media - 1st July 2011
Media placement: Concept Cards - Domestic and International Media - 1st July 2011
Media placement: Transit Ad - Omotesando Station (Tokyo) - 24th Oct 2011
Media placement: Promotional Materials (Pocket Tissue / Brand Bags / Packages) - Menicon's Directly-owned Store - 24th Oct 2011
Media placement: Concept Book - Store and Press - 24th Oct 2011
Media placement: Newspaper Insert - The Nikkei Morning Edition - 23rd Nov 2011
Media placement: Website - Magic Menicon Website - 23rd Nov 2011

Describe the brief from the client
The brief was to communicate a novel contact lens series called ‘Magic’, a Japanese contact lens brand Menicon's new product, which uses a new technology that enabled the super thin 1mm container.

Describe the challenges and key objectives
Our challenge was to communicate an innovative product in the most unique way that focuses on the technology by Menicon, allowing them to create super thin package 1mm thick. No other contact lens brand has ever achieved this before.

Describe how you arrived at the final design
We conveyed the concept of a good morning using the insight of “people start a day by getting their vision”. The key visual combines the image of a lens popping up with the image of a rising sun with the tagline, ‘New Dawn’.
The website communicates the product and brand message using animations, and stylish games that can entertain the audience for a long duration. Also the site showcases the live streaming from the ‘eyes’ scattered around the world, namely the USTREAM . Displaying the ‘moments around the world’, the content entertained the audience with an innovative yet picturesque experience.

Give some indication of how successful the outcome was in the market
Starting with Monocle, over 60 credible media (including domestic and international design) publications noticed the campaign, and test marketing in the Tokyo-area was a success.
As a result, plans have been confirmed to start sale nationwide in spring 2012, and the product has been positioned as the client’s flagship item. In addition, plans have also been confirmed to move forward with international sales.