MY CRAYON PROJECT
MY CRAYON PROJECT
MY CRAYON PROJECT
A crayon for every skin color.
The beauty of diversity.
“Hada iro” is a term used in Japan to describe skin tone. As an expert in skin research and pioneers of diversity and equality, Shiseido aimed to educate children on the beauty of individuality — that everyone has their own unique skin tone. In 2018, Shiseido Creative Co teamed up with R/GA Tokyo to develop the MY CRAYON PROJECT — an educational initiative that measured the individual skin tone of elementary school children, before creating crayons unique to each child.
Crayon packaging was designed to show both the tone and name of each child.
Shiseido researchers visited participating schools and measured each child’s skin tone. They also taught children how every skin tone is unique.
Children created self portraits using their own unique “hada-iro.”
For more information on the MY CRAYON PROJECT, please visit:
https://corp.shiseido.com/mycrayonproject/jp/
CREDITS
- CREATIVE DIRECTOR
- Masato Kosukegawa (Shiseido)
- DIGITAL PLANNER
- Nodoka kagaya (Shiseido)
- COPYWRITER
- Hokuto Ishikawa (Shiseido)
- ART DIRECTOR
- Ayumi Nishimoto (Shiseido)
- CREATIVE DIRECTOR
- George Sugitomo (R/GA Tokyo)
- PRODUCER
- Naru Kudo (R/GA Tokyo)
- ARTIST
- Masayuki Mizutani (Toichi Bungu) Kazuyuki Mizutani (Toichi Bungu)
- CHIEF PRODUCER
- Yasuhisa Osawa (TOKYO)
- DIRECTOR
- Ryuichi Hasegawa (TOKYO)
- PRODUCER
- Miki Takusagawa (TOKYO) Anju Yoshida (TOKYO) Mai Takachiyo (TOKYO)
- PHOTOGRAPHER
- Tetsuro Hirano Masa Sato
- LIGHTING
- Tomohiro Takahashi
- RECORDING
- Nao Yoshida (TSP) Wataru Katsumi (TSP)
- EDITING
- Ben Conkey (TOKYO)
- MUSIC
- Daniel Muller (Audio Force) Eric Life (Audio Force)
- PRINTING DIRECTOR
- Akihito Irie (Toppan Printing)
- COOPERATION
- Kyoko Fukushima (Shiseido GIC)
Award
- SPIKES ASIA
- SILVER
- CLIO AWARD
- GOLD
- THE ONE SHOW.
- BRONZE
- ANDY AWARD.
- GOLD
- ADFEST.
- SILVER
- CANNE LIONS.
- SHORT LIST
- ACC.
- BRONZE
- DENTSU ADVERTISING AWARDS
- TOP PRIZE