HAKUHODO Gravity

JINS, December 2019, "JINS MOISTURE MOVIE SERIES" campaign - Hakuhodo Gravity team was in charge of creative direction, planning, media buying, and digital planning. JINS MOISTURE, a pair of eyeglasses developed for dry eyes, has been renewed. The challenge was how to attract younger female target audience. We took the opportunity of the renewal of JINS MOISTURE from a water storage type to a sponge type that can soak up water. We produced three 15-second movies: the "Greatest Invention of the Century" version, which daringly exaggerated the new features of the product; the "Medusa (Eye Drops）" version, which focused on eye drops, the mainstay of dry eye remedies, as a strong competitor; and the "Dry Eye All Over the World" version, which exaggerated various aspects of dry eyes. We distributed those movies in SNS ads.