Attento｜#LetsChangeWhatsNormal
Embodying the message “#LetsChangeWhatsNormal”
as the brand’s own
personality.
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.
クレジット
CLIENT: Daio Paper Corporation
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agency: Dentsu / executive creative direction: Akira Odagiri (Odagiri Akira Office) / creative direction, copywriting, planning: Miwako Hosokawa (Dentsu) / art direction: Ryosuke Miyashita (Dentsu) / account planning: Kotaro Okazaki (sonar), Takashi Wada, Keisuke Shimizu (Dentsu) / merchandiser: Mieko Fujiki (Odagiri Akira Office) / account executive: Akihito Hayakawa, Takanori Tosaka, Ken Hagiya, Koichi Minagawa (Dentsu) / creative producer: Mayumi Yamaguchi (Dentsu Creative Force) / PR: Yohei Nemoto, Koichi Maeda, Kaho Yamaguchi (Dentsu PR)
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WEBSITE — art direction, design: Hidekazu Hayashi (mount inc.) / technical direction, development: Takeki Umetsu (mount inc.) / project management, information architecture: Ayame Kanno (mount inc.) / design assistant: Satoshi Kasai (mount inc.) / assistant: Sho Makino (mount inc.)
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CM & graphic — director: Tsuguhisa Tanaka (VOYAGER) / photograph: Yoshihiko Ueda (Yoshihiko Ueda Photography Office) / produce (CM): Yuji Ozawa (GEEK PICTURES) / project management (CM): Kanon Inoue, Yosuke Sato (GEEK PICTURES) / produce (graphic): Fukutaro Inadome (GEEK PICTURES) / project management (graphic): Kensho Sato (GEEK PICTURES) / design: Hiroaki Anetai, Chiaki Ito / light: Koji Enoki (Enoki Office) / art: Yasuhide Kobayashi (Beard.inc) / stylist: Kayo Hosomi (ZEN CREATIVE) / hair & make: Eisuke Arakawa
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