This Beautifully Lush New Campaign Celebrates Nature While Promoting Skin Care Products

W+K Japan goes green for Shiseido

The multimedia campaign targets young digital natives. Shiseido
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Today saw the launch of a campaign that really needs to be experienced on two levels: the visceral and the intellectual.

First, viewers should simply sit back and experience the minute-long launch film for Japanese cosmetics company Shiseido’s new WASO product line by Wieden + Kennedy Tokyo.

The aesthetic pleasures of the film itself suggest a natural question: What does this all have to do with skin care?

In short, the colorful array in the above spot represents the range of ingredients in the WASO line, with each tied to a specific plant. The team behind “All Things Beautiful Come From Nature” also produced a longer “making of” video that is essential to understanding the launch ad’s fusion of modern technology and the natural world.

The strategy behind the work involves pitching this new line to young, digitally-focused consumers more likely to be swayed by the arresting visuals. A gradual product rollout effort began earlier this summer with WASO’s official Instagram page and a website targeted to young Japanese consumers.

“Our target audience–millennials–don’t believe in a singular definition of beauty. And neither do we,” the brand statement reads. “We believe that no matter who you are, if you’re true to yourself, you are beautiful, simply because you come from nature. We have launched WASO by creating a campaign which reminds our audience of this and in doing so celebrates their individuality and confidence.”

Beyond the films above, the full campaign also includes a series of “on the road” films and a group of striking, high fashion-style images representing different elements in the WASO equation, as shot by Dutch photographer Viviane Sassen.

The digital photos pair modern clothing and hairstyles with a collection of particularly striking landscapes to achieve maximum visual contrast. The colors of the models’ clothing and surroundings also correspond to the elements represented: bright orange carrots, golden honeycomb, bluish mushroom, the varied greens of the loquat tree and the more neutral “tofu” tones.

Wieden + Kennedy Tokyo handled packaging design for the new products.


Client: Shiseido
Agency: Wieden + Kennedy Tokyo
Campaign: “All things beautiful come from nature”

Executive Creative Director: Tota Hasegawa (長谷川踏太), Mike Farr (マイク・ファー)
Creative Director: Azsa West (エイジア・ウエスト)
Art Director: Sara Phillips (サラ・フィリップス)
Copywriter: Rebecca Pottinger (レベッカ・ポッティンジャー)
Strategic Planner: Irina Tone(イリーナ・トーン), Hidemi Takeuchi(武内秀美)
Agency Producer: Kana Wakabayashi (若林佳奈), Kosuke Sasaki (佐々木洸介)
Production Manager: Abby Marten (アビー・マーテン), Yoko Onodera (小野寺陽子)
Designer: Ayano Takase (高瀬綾乃)
Communications Planning: Justin Lam (ジャスティン・ラム)
Account Team: Kensuke Suemasa (末政健介), Kayoko Kinjo (金城佳代子),
Yoshiko Amano (天野喜子), Karen Peng (カレン・ペン),
Kentaro Hayashi (林賢太郎), Kyoko Aihara (粟飯原鏡子)

Print Production
Photographer: Viviane Sassen (ヴィヴィアン・サッセン)
Print Producer: Simone Takasaki (シモーン・タカサキ / W+K)
Agency Producer: Marni Beardsley (マーニー・ビアズリー / W+K)
Talents Jenny Choi, Amalie Rose, Elliott Jay Brown, Torraine Futurum,
Lotte Van Nort

Behind the Scenes Video
Director/Editor/Composer: Julian Klincewicz (ジュリアン・クリンスウィックス)
Agency Producer: Marni Beardsley (マーニー・ビアズリー / W+K)

Launch Film
Director: Dvein (デュヴェイン)
Co-Director: Espaday Santacruz
Production Company: Blinkink (ブリンクインク)
Agency Producer: Kana Wakabayashi (若林佳奈)
Production Executive: Producer Bart Yates (バート・イェーツ)
Production Producer: Benjamin Lole (ベンジャミン・ロー)
Production Manager: Alberto Lopez Garrido (アルベルト・ロペッツ・ガリード)
DOP: Juan Santa Cruz (ホワン・サンタ・クルーズ)
Timelapse DOP: Juan Santa Cruz,(ホワン・サンタ・クルーズ),
Tulio Ferreira (テューリオ・フェライラ)
Focus Puller: Alvaro Rodiguez(アルヴァロ・ロディゲッツ)
Camera Assistant: Leticia Iniesta (レティシア・イニエスタ)
Video Assistant: Hugo Dominguez(ヒューゴ・ドミニゲッツ)
Gaffer: Nacho Ortiz (ナッチョ・オルティズ)
Grip: Vicente (ヴイセンテ)
Production Coordinator: Paloma Espinos (パロマ・エスピノス)
Runner: Irene Sanchez (アイリーン・サンチェス), Barbara Gonzalez (バーバラ・ゴンザラス)
Art Director: David Diez (デービッド・ディエズ)
Art Assistant: Mireia Soto (ミレイア・ソト)
Model Maker: Alejandro Bravo(アレハンドロ・ブラボ), Carlos Delgado(カルロス・デルガド)
Post Production: Analog + Blinkink (アナログ+ブリンクインク)
Grade: Dirty Looks (ダーティ・ルックス)
Colourist: Steve Bearman (スティーブ・ベアマン)
Music: Ivan Llopis@Banjo Music (イバン・ロピス@バンジョーミュージック)
Sound Design: Ivan Llopis@Banjo Music (イバン・ロピス@バンジョーミュージック)
Post Production Supervisor: Dave Burton (デーブ・バートン)
Editor: Maria Anton (マリア・アントン)
Landscape Designer & Botanical Supervisor: Ana (アナ)
Robots: Universal Robots (ユニバーサル・ロボット)

Behind the Scenes Video
Director & Cinematographer: Tulio Ferreira (テューリオ・フェライラ)

On The Road Films
Director/Editor/Composer: Julian Klincewicz (ジュリアン・クリンスウィックス)
Agency Producer: Marni Beardsley (マーニー・ビアズリー / W+K)
Talents: Jenny Choi, Irie Jean Calkins & Julian Klincewicz

Project Bumper Video
Director: Junji Kojima (小島淳士)
Cameraman: Masami Naruo (成尾和見)
Art Director: Ayano Takase (高瀬綾乃 / W+K)
Copy Writer: Victoria Trow (ビクトリア・トロウ)
Production Company: TeeVee Graphics Inc. (有限会社 ティ・ビィ・グラフィックス)
Production Producer: Takamasa Araki (荒木孝眞)
Lightman: Wada (和田)
Cameraman 1st: Eriko Kimura (木村栄里子)
Cameraman 2nd: Yoshimori Azadu (浅津義社)
Cameraman 3rd: IIno Media Pro
Makeup Artist: Katsuya Kamo (加茂克也)、mgr mitsu (マネージャー・ミツ)
Editor: Yujiro Izumi (泉ゆうじろう)
Special Equipment: GIVS Kayanuma (茅沼ギブス)
Props: Tokki Mune (宗特機)
Composer: Fuminori Tsunakawa (綱川ふみのり / 三和映材)
Talent: Orlane, Yuka, Helena Inoue (井上ヘレナ)
Production Manager: 竹之下愛莉 (Airi Takenoshita)
Agency Producer: Kyoko Aihara (粟飯原鏡子)

Web Design: RaNa design associates, inc. (株式会社ラナデザインアソシエイツ)
Agency Web Producer: Masaki Endo (遠藤正樹)
Copy Writer: Victoria Trow (ビクトリア・トロウ)

Social Content
Art Director: Ayano Takase (高瀬綾乃 / W+K)
Copy Writer: Victoria Trow (ビクトリア・トロウ)
Movie Producer/Editor: Kosuke Sasaki (佐々木洸介)
Digital Production Assistant: Joaquin Zuluaga(ホアキン・ズルアガ)

@PatrickCoffee Patrick Coffee is a senior editor for Adweek.