A collaboration with Wednesday Campanella to celebrate the release of shu uemura’s palette eyeshadow “Color Atelier,” inspired by the streets of Tokyo.
We guided the music, movie, OOH, and special site from concept to production around the theme “Clip colors from the streets of Tokyo and get hooked on color!”
The promotion movie follows 21 people representing the 21 featured colors playing a game to hunt colors on the streets of Tokyo at night.
At the same time, we set up parallels in the real world by scattering colors that matched the eyeshadow along the Omotesando/Harajuku Cat Street and placing color art to convey the story behind the colors.
Through these efforts, we put together a promotion that linked the digital and real worlds by allowing people to enjoy the color hunt via a hashtag campaign.
Credit
Client : 日本ロレアル株式会社 shu uemura事業部
Agency : 株式会社電通
Production：株式会社EPOCH
