Chugai Film, Digital Mothers Lipstick by Dentsu Y&R Tokyo

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Mothers Lipstick

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Industry Public Safety, Health & Hygiene
Media Film, Digital, Interactive & Mobile
Market Japan
Agency Dentsu Y&R Tokyo
Director Yukihiro Morigaki
Art Director Senshu Katsu, Masahiro Toda
Copywriter Akiko Shirasu
Producer Takuo Shima
Released March 2016


Lions Health 2016
Pharma Communications To Non-Healthcare Professionals: Education & Awareness Bronze Lion

Credits & Description

Titile: Mothers Lipstick
Agency: Dentsu Young & Rubicam
Brand: Chugai Pharmaceutical Co.
Country: Japan
Advertising Agency: Dentsu Young & Rubicam, Tokyo
Entrant Company: Dentsu Young & Rubicam, Tokyo
Media Agency: Dentsu Young & Rubicam, Tokyo
Pr Agency: Dentsu Young & Rubicam, Tokyo
Production Company: Dentsu Young & Rubicam, Tokyo
Music Artist: Koutaro Maruhashi (Melody Punch Inc.)
Web Planner: Takashi Sumizawa (Dentsu Young & Rubicam Inc.)
Lighting: Yoshitake Hikita (Phalaris Inc.)
Planner: Yasuyuki Miyauchi (Dentsu Young & Rubicam Inc.)
Art Director: Masahiro Toda (Huckleberry Inc.)
Art Director: Senshu Katsu (Huckleberry Inc.)
Account Director: Shinji Kuchiba (Dentsu Young & Rubicam Inc.)
Cinematographer: Takahiro Tsutai (Freelance)
Copywriter: Akiko Shirasu (Color Inc.)
Assistant Producer: Tomoichiro Setsuda (Nice Co. Ltd.)
Director: Yukihiro Morigaki (The Directors Guild)
Producer: Takuo Shima (Nice Co. Ltd.)
The film aims to raise interest of rheumatoid arthritis patients and their families in appropriate early treatment of the disease. It also appeals to doctors, who provide the patients with the treatment, to improve the level of the treatment in Japan.
Brief with projected outcomes:
Advertising of ethical drugs is banned in Japan under the regulations of the Pharmaceutical Law. It’s not allowed to show drug names or provide information leading consumers towards certain pharmaceuticals. It’s also banned to communicate the efficacy of drugs or doctor’s recommendation. Patients cannot choose ethical drugs at their discretion.