Shiseido Design & Branding D-COMIC /PEACE FOR SKIN by Hakuhodo Kettle Tokyo

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Industry Skin Care
Media Design & Branding
Market Japan
Agency Hakuhodo Kettle Tokyo
Creative Director Kentaro Kimura, Sonomi Sato
Art Director Ken Funaki, Motonari Kobayashi
Copywriter Shoko Tanaka
Producer Toshi Morikawa, Mika Ishii, Kazuyo Tajima, Natsuyo Koyama
Released September 2009

Credits & Description

Category: Digital Design – Websites & Online Advertising
Date of First Appearance: Sep 19 2009 12:00AM
Entrant Company: HAKUHODO KETTLE, Tokyo, JAPAN
Entry URL:
Creative Director: Sonomi Sato (Shiseido Company, Limited)
Creative Director: Kentaro Kimura (HAKUHODO Kettle Inc.)
Art Director: Motonari Kobayashi (Shiseido Company, Limited)
Art Director: Ken Funaki (HAKUHODO Kettle Inc.)
Producer: Mika Ishii (Shiseido Company, Limited)
Producer: Kazuyo Tajima (Shiseido Company, Limited)
Producer: Natsuyo Koyama (Shiseido Company, Limited)
Producer: Toshi Morikawa (HAKUHODO Kettle Inc.)
Copywriter: Shoko Tanaka (Shiseido Company, Limited)
Planner: Kazuaki Hashida (HAKUHODO Kettle Inc.)
Planner: Sayaka Sakata (HAKUHODO Kettle Inc.)
Account Executive: Hirotoshi Tamura (HAKUHODO Inc.)
Account Executive: Mariko Yamazaki (HAKUHODO Inc.)
Account Executive: Satomi Nagasawa (HAKUHODO Inc.)
Production: aoi digital creation inc.
Production: UP Inc.
Media placement: Web Site - Web Site - 19 Sep 2009 - 18 Sep 2010

Describe the challenges and key objectives
A brand new expression created by our merging interactive interface and “Manga.” A simple and intuitive interface design, which does not require instructions. Each frame of the cartoons was divided into layers to express depth. The background music would evolve along each click. Weekly-updated stories were written by 6 famous cartoon writers, and were based on everyday life topics concerning the target.

Describe the brief from the client
[d program] is a skin care product brand for sensitive skin. Stress from work, irregular work hours... lifestyle, all can cause skin trouble. How can a skin care product stay present within the mind of such a target audience? In order to pursue a new possibility of "Manga" we have published a new interactive comic magazine [d-comic].

Describe how you arrived at the final design
When Japanese women read "Manga", they tend to project their own self-image on the main character as if it represents them. "d-comic" prepared various stories about characters with similar trouble to the target concerning their lifestyle and skin problems. Furthermore, by providing the brand new experience of "Manga" and interactive interface merged together, the target was able to feel sympathy towards the stories spontaneously.