SHICHIFUKU TOWEL Design & Branding TOWEL STORY “FATHER & DAUGHTER” by ADK Asatsu-DK Tokyo

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TOWEL STORY “FATHER & DAUGHTER”

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Industry Air Fresheners
Media Design & Branding
Market Japan
Agency ADK Asatsu-DK Tokyo
Director Gaku Kinoshita
Copywriter Junichi Tanaka
Producer Takeshi Wakui
Editor Yumi Itakura
Released August 2011

Credits & Description

Category: Broadcast Design and Graphics Incl. Animation
Advertiser: SHICHIFUKU TOWEL CO.
Product/Service: SHICHIFUKU TOWEL
Agency: ADK JAPAN
Creative Director: Junichi Tanaka (ADK)
Copywriter: Junichi Tanaka (ADK)
Agency Producer: Tsutomu Nezu (ADK)
Director: Gaku Kinoshita (Robot)
Producer: Takeshi Wakui (Robot)
Editor: Yumi Itakura (Robot)
Music Composer: Haruna Torita
Music Arranger: Haruna Torita
Sound Designer: Haruna Torita
Animator: Gaku Kinoshita
Media placement: Press Relese - SNS,Newspaper - 22/Aug/2011

Describe the brief from the client
Shichifuku Towel is in Imabari district, which is home to the Japanese towel with more than 100 years of history. They are pursuing and improving the way to merge softness with absorbency which the materials naturally have, thus you need no fabric softener. Inspired by a baby's velvety skin, the touch of our towels will soothe your mind and body.

Describe the challenges and key objectives
‘Shichifuku Towel’ is much softer than ordinal Japanese towel, which is its biggest appeal. This movie's mission is to communicate the softness of the Shichifuku Towel to the target audience: men and women with kids. The towel in this movie is the original designed item of Shichifuku Towel.

Describe how you arrived at the final design
We utilised the characters over and over again. We aimed to be human and emotional, because we want the viewer to feel it as their story.

Give some indication of how successful the outcome was in the market
The number of visitors to Shichifuku Towel's website increased considerably. In addition, the sales of the towels are increasing, after the release of this movie.