Attento
“#Rethink What’s Normal” —

A campaign website rethinking what’s normal for diapers through dialogue.

We produced the special page for Attento’s campaign “#LetsChangeWhatsNormal.” Attento is Daio Paper’s adult-diaper brand, marking its 40th anniversary this year. Having long faced the challenges of Japan’s coming super-aged society — caregiving, an inclusive society, and more — Attento reconsidered what diapers should be, calling them adult “pants” as a life essential worth speaking of with pride, and put forth the message “#LetsChangeWhatsNormal.” On the website, we visualized the discussion sparked by that call, and aimed for a presence in which the personality of “Attento” seems to dwell, conveying the brand’s intent of “becoming an even better pair of pants.” The site also features a video message from Tsuyoshi Kusanagi in response to the “#LetsChangeWhatsNormal” call. Please take a look and join the discussion.