L'Oréal｜EMOTIONAL ROUGE
Appealing to “expressing emotion with rouge” through a Paris-set movie and diagnostic content.
We produced “EMOTIONAL ROUGE,” the promotion site for L'Oréal Paris’s new product Rouge Extraordinaire. Under the concept of expressing emotion vividly with L'Oréal’s well-coloring rouge — like a Parisienne who expresses feelings not straight in words but subtly — we produced a short movie and diagnostic content. In the movie, a shy woman who is poor at expressing emotion appears. Suddenly handed a black box, she opens it to find three rouges inside, and tries them on. Then, gradually, she meets a new self and various emotions, and her daily life changes for the better — that is the story. After the video ends, diagnostic content unfolds where users can learn the rouge shade perfect for expressing their own emotions. This diagnostic content currently runs a present campaign. By sharing the diagnosis result on SNS, a rouge chosen specially for you is given to the user, a mechanism that lets you re-experience the woman in the video. *This is a website that was previously made in Flash.
クレジット
CLIENT: L'ORÉAL
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agency: Hakuhodo / account executive: Akitsugu Ozaki, Yusuke Okura (Hakuhodo) / creative direction: Kanako Ishioroshi (Hakuhodo) / planning: Kanako Ishioroshi, Naoki Kushida, Yuya Takatsu (Hakuhodo) / copywriting: Kanako Ishioroshi, Naoki Kushida, Yuya Takatsu, Yuki Suzuki (Hakuhodo) / produce: Chiaki Shimizu (Hakuhodo) planning, art direction: Jungho Im (mount inc.) / design: Hiroka Hasegawa (mount inc.) / produce: Ko Yoshida (mount inc.) development: Naoshi Koiwahara (HUSMA™) / project management: Hiroaki Kitamura, Masahiro Satonaka (Hakuhodo) / system development: Takeki Koyamatsu (iret inc.) / SE: Takahisa Mitsumori / product design: Yoh Komiyama / movie direction: Daisuke Shimada (Qotori film inc.) / movie producer: Toshiyuki Takei, Maiko Shimada (Taiyo Kikaku / TOKYO) / movie project management: Eriko Amari (Taiyo Kikaku) / camera, colorist, offline editor: Daisuke Shimada (Qotori film inc.) / movie hair & make: Yuko Aika / styling: Takashi Oyamada, Dalma Devenyi / online editor: Yoshiharu Nakagami (McRay) / mix: Osamu Kobayashi (McRay) / music: Audioforce / coordinator: filmreactor / coordinate Producer: Jonas Mclallen, Orsi Böszörményi / main cast: megumu / sub cast: Barna Balint, Deniel Kazarjan, Tamas Varga, Nora Aradi, Beáta Pataki, Andrea Orban, Gergely Bonta / photograph: Takanori Fujiki / photo produce: Tomonaga Arima, Shoko Hisada (amana) / photo retouching: Teppei Fujime (VITA INC.)
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