Ecco Promo CINDERELLA SMILE by Dentsu Inc. Tokyo

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CINDERELLA SMILE

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Industry Shoes
Media Promo & PR
Market Japan
Agency Dentsu Inc. Tokyo
Director Cozue Kishimoto
Creative Director Miki Ishida
Art Director Seri Tanaka
Designer Emi Jonai, Shun Yonemura, Eriko Fujii
Producer Koumei Baba, Yuta Kanoya
Released April 2013

Credits & Description

Advertiser: ECCO
Agency: DENTSU
Category: Best Use of Ambient in a Promotional Campaign
Chief Producer: Hiroyuki Ozone (Taki Corporation)
Account Executive: Hideyuki Kojima (Dentsu )
Promotion Director: Katsumi Bunichi (Dentsu )
Producer: Koumei Baba (Tohokushinsha Film Corporation)
Designer: Shun Yonemura (Taki Corporation)
Producer: Yuta Kanoya (Tohokushinsha Film Corporation)
Designer: Eriko Fujii (Taki Corporation)
Creative Director: Ishida Miki (Dentsu )
Planner: Kei Kobara (Dentsu )
Production Manager: Yuichi Tsuchida (Tohokushinsha Film Corporation)
Director: Cozue Kishimoto (Tohokushinsha Film Corporation)
Designer: Emi Jonai (Brain Corporation)
Production Manager: Hayato Sakuragi (Tohokushinsha Film Corporation)
Art Director: Seri Tanaka (Dentsu)

Relevancy
Everybody think that the glass shoes is a thing that every women wants to wear but not wearable. It is the exact opposite from the ideal shoes which ecco thinks. Making the glass shoes fit everyone, we thought that we can to change the fixed idea and express ecco’s shoe-making philosophy.

Implementation
We considered the glass shoes which everyone try to wear at a stretch in the story of Cinderella as a prime example of the shoes that a foot adjust to shoes. Making the glass shoes fit everyone, we wanted tell every woman that shoes should adjust to a foot.

Outcome
As result, we made over 100 women wear the glass shoes in a day. The Youtube video was played over 100,000times. The sales of ecco in Japan recorded 122% in comparison with the last year.

Client Brief Or Objective
Making everyone to know that a foot does not adjust to shoes and shoes should adjust to a foot.