The word “Shiawase” in Japanese means “happiness.” This delicious fruit has rich taste, thanks to cultivation

at a super high altitude as well as special ripening technique byJapanese craftworkers.

Though it costs 2,000 yen (USD20) for a 3-piece banana, you realize it is worth it once you take a bite.

This unprecedented premium banana is only available at Shinjuku Isetan

which is a premium department store in Tokyo. So we needed to increase the awareness.

Isetan Shinjuku, the only place selling the Shiawase Banana, is a department store offering luxurious brands from all over the world as a fashion mecca, where the wealthy visits. Targeting such wealthy population, we expressed the premium banana in a fashion context in order to draw their attention as same as other fashion brand ads displayed in access aisles to Shinjuku Isetan.

We made sure that the classic "tripping over a banana peel" looked as elegant, fashionable and dramatic as possible in our poster. The model and costumes were carefully chosen and the makeup, posing and facial expressions were carefully directed to recreate the world of a high fashion brand. We intended to give an impactful visual by maximizing the gap between a comedy-like situation and high fashion brand ad.