They say that all beautiful things come from nature. A sweet-smelling cologne, a nice, cotton T-shirt, or a cozy wooden chair. Even Shiseido’s WASO—its new line of products—is made with ingredients taken directly from the wonderful gardens of Mother Nature.
The skincare range designed for millennials is quite amazing and combines nature, art, and technology to deliver some of the purest flavors and appeal to all of your five senses. That’s exactly what happens when you try the product. But the proverbial sixth sense only awakens when you get a glimpse at the brand’s latest campaign to promote this inspiring line of skincare products.
During this week’s #ThrowBrandThrusday we not only take a look at the Japanese cosmetic company’s products that were specially crafted to boost one’s beauty from the inside out, but also at the way Wieden+Kennedy Tokyo cleverly englobed technology, botany, and traditions to visually express beauty in the accompanying ad.
The Tokyo-based agency hoped to strengthen the connection with the younger audience by developing a digital-first experience that transcends the concept of “digital” and helps the public land in a place where only beauty reigns.
Titled “All Things Beautiful Come from Nature,” the campaign’s centerpiece is a video that doubles as an art installation. To bring the concept to life, a plethora of professional botanists worked closely with collective director Dvein from Blinkink, who knew exactly how much technology to ‘pour’ in the installation to give it a mesmerizing, yet natural contours.
After long hours of hard work, the team successfully brought a living, breathing garden installation to life. A few sensors ‘planted’ alongside the garden captured and translated the growth of the plants in real time. The breathtaking scenario finally culminated with a 3D-printed sculpture that flawlessly complements Shiseido’s natural WASO products.
Talents such as photographer Viviane Sassen and artist and designer—among others—Julian Klincewicz happily joined the team with their own amazing ideas. The duo has helped the agency create a strong visual language that can be understood perfectly by the generation of “digital native.”
Together, the artists released a digital content series called “On the Road,” a photography collection in which the natural elements of WASO merge with the faces of a new generation.
Besides all these aesthetically-pleasing treats, W+K designed an Instagram feed that ultimately cultivated the WASO connection with the audience. Plus, the agency is responsible for creating the packaging design for the product line, which follows a simple, yet enduring style. Check it out for yourselves below!
Credits:
Agency: Wieden+Kennedy Tokyo
Client: Shiseido