11: BRAND PURPOSE (Brand Activism)
Re-Tree - Shiseido
|Title of Entry:||Re-Tree|
|Client:||Shiseido Company, Limited|
|Entrant Company:||DENTSU INC./Hakuten Corporation|
|Creative Agency:||DENTSU INC.|
|Creative Director:||Yoji Nobuto, Yu Miura, Naoki Tanaka, Isao Kuwana|
|Art Director:||Yu Miura, Keisuke Hori, Yusuke Koyanagi|
|Copywriter:||Naoki Tanaka, Risako Kawashima|
|Sector:||COSMETICS & TOILETRIES|
|Producer:||Sachiko Takamine, Kenji Ozaki, Seishiro Tate, Shohei Nakajima|
|Date of Release:||2019-10-15|
|Notes:||Shiseido—Japan’s quintessential cosmetics manufacturer. The name itself expresses respect for our earth and natural environment. Our action-oriented commitment to a sustainable society resulted in eco-friendly packaging, and now we take that one step further, sharing our pledge with our employees and society at large.
We turned our attention to the paper offcuts generated during the production of packaging. Stamping the iconic Shiseido karakusa patterns onto these offcuts, we assembled various shapes into unique works of art, ultimately “reforesting” the entrance of our Ginza headquarters, the site of Shiseido’s historic founding, into a contemplative space.
Scraps of paper are normally destined for the trash bin once they have fulfilled their role. As Shiseido thrives on contributing to beauty, our mission naturally led to creating art from this excess waste.
From tree to tree…using leftover natural materials to create an interior forest of art.
|Other Credits:||Designer: Kizuki Nakano, Koji Nakae, Ryukei Aoyagi, Airi Nakano, Yuya Ogawa|
|Other Credits:||Planner: Kenji Ozaki, Yosuke Nakazato|
|Other Credits:||Creative Technologist: Kyoko Yonezawa, Shintaro Murakami|
|Other Credits:||Artist: Yosuke Nakazato|
|Other Credits:||Print Producer: Shunichi Yamashita|
|Other Credits:||Print Operator: Junpei Takahara|