SOCIAL PROBLEM OF URBANIZATION IN JAPAN

Japan is one of the most densely urbanized nations in the world. Through the process of urbanization, small towns have experienced sharp decline in population. In depopulated small towns, it is hard for them to maintain social infrastructure like railways. Since 2000, more than 35 local railways have been out of business in Japan. Surprisingly, 76% of local railways are in deficit and face financial difficulties.

BACKGROUND

MESOCARE-PLUS is a scalp care shampoo maker in Japan. The modern society is very stressful. It’s said that stress can burden the scalp and cause hair to thin. The brand mission is to protect people’s hair from the stresses of modern life by removing scalp dirt to prevent hair from thinning.

PROJECT MISSION

To convey this brand mission most effectively, MESOCARE-PLUS decided to show that it could protect something very precious when it was about to disappear.

IDEA IMPLEMENTATION

To convey the birth of the “Utopia for Hair” to the public, we created a video ad that was set in “Hair Growth Station”. Then we also produced outdoor media contents such as the station signs, the train announcement and the special commemorative tickets made of dried kelp, an ingredient considered to be good for hair in Japan, to bring media and tourists to the town.