Menicon Design & Branding MAGIC by Dentsu Inc. 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 Daisuke Hatakeyama, Minami Otsuka
Producer Dai Sakashita
Photographer Takaya Sakano
Released October 2012

Credits & Description

Advertiser: MENICON
Agency: DENTSU
Category: Corporate Image
Copywriter: Haruko Tsutsui (Dentsu Inc.)
Creative Director: Morihiro Harano (Mori Inc.)
Photographer: Takaya Sakano (Freelance)
Art Director: Yoshihiro Yagi (Dentsu Inc.)
Producer: Dai Sakashita (Dentsu Inc.)
Designer: Daisuke Hatakeyama (Creative Power Unit)
Designer: Minami Otsuka (Creative Power Unit)
Printing Producer: Shinya Tamura (Dentsu On Demand Graphic Inc.)

Client Brief Or Objective
Launch campaign for New daily disposable Contact Lens.

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.

Brief Explanation
A contact lens pops up from a 1mm-thin contact lens flat pack. Features of this innovative new product were used to design the logo and main catchphrase. Our campaign helped convey the company’s development ingenuity.

Magic is an all-new 1mm thin contact lens flat pack. The catchphrase “New Dawn”” was created from the unique package design where each lens pops up. The campaign helped convey the company’s development ingenuity.