SUPER NOSE CELEB TISSUE by Dentsu Inc. Tokyo for Nepia

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SUPER NOSE CELEB TISSUE

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Industry Tissues & Towels, Household maintenance & pet products
Media Design & Branding
Market Japan
Agency Dentsu Inc. Tokyo
Creative Director Hitoshi Sato
Art Director Jiro Ozawa
Copywriter Yutaka Momobayashi
Designer Yusuke Saito, Yasunari Abe, Naoya Matsuda
Illustrator Mr Shigeki Yuriko Yamane
Released October 2009

Credits & Description

Category: Toiletries & Pharmaceuticals
Advertiser: OJI NEPIA
Product/Service: TISSUE BOX
Agency: DENTSU
Date of First Appearance: Nov 1 2009 12:00AM
Entrant Company: DENTSU, Tokyo, JAPAN
Entry URL: http://hana-celeb.com/
Creative Director: Hitoshi Sato (Dentsu Inc.)
Copywriter: Yutaka Momobayashi (Dentsu Inc.)
Art Director: Jiro Ozawa (Dentsu Inc.)
Agency Producer: Takuo Ozawa (Dentsu Inc.)
Production Company: Blanc Inc./Yamane Office
Designer: Yasunari Abe/Naoya Matsuda/Yusuke Saito
Illustrator: Shigeki Yuriko Yamane
Account Executive: Kazumi Yuhara (Dentsu Inc.)
Media placement: Package - Japan - 3 November 2009

Describe the challenges and key objectives
The 'Super Nose Celeb' series (1,500 Japanese Yen per box) was sold in a limited quantity (1,000 units) as the upgraded version of 'Nose Celeb' and sold out on the day it went on the market. In this campaign, we featured Mao Asada, the silver medalist figure skater in the Vancouver Olympics, and produced 1,000 units of the even more deluxe 'Mao’s Super Nose Celeb' (1,500 Japanese Yen per box).

Describe the brief from the client
'Nose Celeb' is favoured by great many consumers as a soft and moist, high-quality tissue. The brief was to conduct a campaign that would help enhance the brand value of 'Nose Celeb.'

Describe how you arrived at the final design
There were two versions of the package: one white to suggest Mao’s sweetness and innocence; the other black to reflect a more sophisticated side of Mao. As in trick art, the package was covered with a forest illustration in which the silhouettes of animals and letters were hidden so that there would be new discoveries every time the consumer looked at the package.

Give some indication of how successful the outcome was in the market
The fact that we used Mao Asada in our campaign created a big buzz and the campaign website saw a growing number of hits. Also, when the media showed footage of her practicing, the package sometimes happened to appear in the scene, gaining additional media exposure. Even after the campaign was concluded, consumers talked about the package as if fuelled by the reports of Mao Asada’s fine performances in Vancouver.