R/GA

New York, Vereinigte Staaten von Amerika
TitelMy Crayon Project
Agentur
Kampagne My Crayon Project
Werbende Shisheido
Marke Shisheido
Datum der ersten Ausstrahlung/Veröffentlichung
Geschäftsbereich Kosmetika, Schönheitsprodukte & Parfüms
Philosophie The experience takes place over a two hour period with Morals class and Art class combined to accommodate a workshop. It begins with a Shiseido representative sharing the film and introducing the session. The ‘hada-iro’ of each child was then detected with a special tech device used by skin scientists in Shiseido’s skin research department. This skin analyzer can detect the subtle colors and hue differences of every human being living on Earth. Each child has their skin scanned, to reveal to themselves (and others) that their skin color is unique. Following this, each child receives a crayon that represents their one and only ‘hada-iro,’ that is made in a special factory using analyzed data which is then turned into color pigments and added into each crayon. The kids then draw portraits of themselves, then to better understand others, they swap crayons with another child before drawing each other. To date, six schools have signed up to the CSR initiative, with more being planned throughout 2018. Primarily the program was designed for elementary school children. Since launching however, both junior and high schools throughout the country are reaching out to Shiseido, and further workshops are under way. All of the children that participated understood the importance of diversity and respecting one another. “Everybody has their own Hada-iro that was a discovery” “I’m surprised there are 70 billion shades!” “I now know that my Hada-iro is special and the only one in the world.” “The common sense I had for Hada-iro has collapsed, in a good way.” “The differences make is unique and that is what we need to respect.” Were just some of the comments gathered from the children that participated. To be meaningful and relevant, the initiative needed to be real. This meant finding a way of engaging schools and proving the idea’s value. A ‘pilot’ workshop was developed then documented in the form of a 2 minute film which was then used to engage other schools in the initiative. Once schools were engaged, the workshop format was further developed in collaboration between the school leaders, Shiseido and the agency.
Medientyp Case Study
Länge
Executive Creative Director
Producer
VP/ECD APAC
Designer
Texter
Digital Creative
Executive Creative Director
Crayon Artist
Crayon Artist
Printing Producer
Producer
Film Director
Production Manager
Production Manager
Production Manager
Kameramann
Kameramann
Lighting
Sound
Sound
Offline Edit
Colorist
Music
Music

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