20: THE MEDIA MAGIC AWARD (THE MEDIA MAGIC AWARD)
JPG
12 to the fifth power cake - LUMINE
LUMINE
Shortlist
| Title of Entry: | 12 to the fifth power cake |
|---|---|
| Brand: | LUMINE |
| Product/Service: | LUMINE |
| Client: | LUMINE |
| Entrant Company: | Dentsu Inc. |
| Creative Agency: | Dentsu Inc. |
| Account Manager: | Kensuke Matsumoto |
| Creative Director: | Shunsuke Kaga |
| Sector: | APPAREL |
| Art Director: | Yusuke Koyanagi, Natsuki Tomoda |
| Copywriter: | Kunihiko Mishima, Risako Kawashima |
| Date of Release: | 2019-12-20 |
| Notes: | A study shows proactive astrology enhances cognitive performance and creativity. Japan is a hidden titan of astrology. The scale of the astrology market amounts to approximately $ 10 billion. A survey showed, that 70% of the female population between the age of 18 to 39 years, a whopping 75% said they believed in horoscopes. LUMINE is a commercial establishment popular among women, boasting a corporate philosophy of “Welcome to a new you” . LUMINE decided to utilize astrology as a platform to deliver “a message that positively embraces individuality”. The foundation is Western astrology, which foretells an individual’ s future from the position of planetary bodies at the time of birth. An astrological formula was systemized under the guidance of famous fortune-tellers. Recipes were devised to accommodate 248,832 horoscopic results, and a designing system was established to create unique cakes according to inputted individual dates of birth. A positive message delivered just for you. An entirely unique experience to enjoy that in the form of a cake. 98% of the participants were satisfied with the experience, and many participants were able to welcome the brand-new year with hope. |
| Other Credits: | Cinematographer/Producer/Director/Production manager : TAPPEI, Hironobu Tokai, Takahiko Kajima, Haruka Tanji |
| Other Credits: | Sweet innovator : Mio Tsuchiya |
| Other Credits: | Fortune Teller : Eve Lourdes Haruka |
| Other Credits: | Designer/Graphic design producer : Kenta Saito, Sae Unemoto, Minami Yoshimoto, Shohei Nakajima |
| Other Credits: | Interior designer / Event producer : Ryo Watanabe, Yasuhiro Deguchi, Ryosuke Sato, Hiro Sato, Masakazu Sasaki, |
| Other Credits: | Photo producer / Photo grapher : Kazunori Hoshi, Ryo Funamoto |
| Other Credits: | PR : Atsuko Maruyama , Izumi Furukawa |
| Other Credits: | Visual artist : Miki Kudo, Akio Kawabe, Naoto Yamashita, Yuya Imayuki |
| Other Credits: | Printing director : Shunichi Yamashita, Jinku Uchiyama |
| Other Credits: | Technical Director : Kazuhisa Maegawa |
