MAINICHI FASHION GRAND PRIX
Collaboration Ad 2022
Shiseido is a sponsor of the Mainichi Fashion Grand Prix. Every year, Shiseido Creative collaborates with the winners of the New Designer Award and the Shiseido Encouragement Award to create advertisements. In 2022, Shiseido collaborated with Fumie Tanaka, the designer of "FUMIE=TANAKA.
We discussed the project while listening to the themes and thoughts behind the 22-23 Autumn/Winter collection, which was the decisive factor in winning the New Designer Award. We created newspaper and tabloid ads commemorating the award to convey more than just fashion.
The model wearing the special piece, which designer Tanaka wove with a prayer for peace, is captured looking straight ahead to tomorrow and the future under the light of hope.
For accessories and hair makeup, we selected items that change the expression with light, being conscious of creativity that would move the viewer's heart.
The copy is "One in the world = One world.“
It expresses the hope that valuing one thing in the world will be the power to unite the world.
The "=" used in the Fumie Tanaka brand logo connects the two words, expressing a sense of connection and unity.
Shiseido and Fumie Tanaka wish for a better world and happiness incorporated in this message.