The brief was to create a branded content to connect people from around the world, celebrating the beauty of diversity. Many companies, including Shiseido, were forced to stop shooting commercials and other corporate activities that required meeting in person. So, we needed to invent an entirely new way of shooting this video by tapping into the community and culture of ANIMAL CROSSING.

Realizing that it would be impossible to shoot our content in real-life, we released the storyboard, cut by cut, on twitter and reached out to Animal Crossing users to take on the challenge of creating and shooting the video 100% within the game. We offered in-game costumes that made the shooting more entertaining and makeup items and colors that represented actual SHISEIDO products, brought gamers and influencers to shoot their own take to drive participation. User-Posted video clips were edited and put to original music. The co-creation process allowed everyone to become the creator of the ad and not just the watcher. Making use of the game's platform and the strong community it fosters, we successfully brought people from all over the world closer together in a time where connection was becoming a luxury.

Probably the most successful cross-platform UGC in the world of beauty, ever. Thanks to the participation of influencers and YouTubers, the final video exceeded "27-million views" world-wide. We were able to create a content that became much bigger than it's pre-covid plan. By tapping into the ANIMAL CROSSING community, we were able to tap into a younger audience group who are new to SHISEIDO, generating numerous positive sentiments and tweets leading to increased purchase intention and increased brand loyalty.

Most importantly, the campaign brought people closer together during the lock-down phase in a fun and creative way, when we all felt alone and disconnected.

Shiseido - "Camellia" The Brand Film We Didn't Shoot

CREDITS

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