To offer young generation entertainment and surprise, we explore the idea of “Pretty young high school girls are actually a bunch of high school boys wearing a make-up”.

Moreover as pursuing detailed reality, we brought in the shooting technique; single continuous take without cut over more than seven hours and rewind back the full transformation process from female to male to show our concept dramatically.

We aimed to make the audience spread and share the movie voluntarily with their friends or community via word of mouth or social media, thus to avoid showing the movie commercially, we did not conduct any PR or media placements at first.

When we posted the movie on YouTube, the only thing we did was to tweet or post the movie on the private social media accounts of the high school students who performed and the staffs.

After a week of the release, the number of view on Youtube rapidly leaped over 4 million and we issued the press release which tells about what is behind the movie.

Besides this, through our own website, SNS, and corporate news letters, we also announced the information in public to recognize people the existence of the movie widely.

The movie acquired over 918 million views, and its making of video had over 102 million views on Youtube as of 23d March 2016.

These results was achieved organically without advertising.

The words related to the movie ranked in hot topics on internet and major TV and web media in Japan took up the sensation that this movie caused with wonder.

Also hundreds of web media took up the movie in global, as a result, it has been watched by people in over 200 countries and regions and caused huge controversy around the world.

After a month of releasing, its exposure on twitter in Japan approached over 36 million times in total.

Moreover as we conducted the survey to the targeted generation and found that over 50% of the respondents answered they have favorable impression on our products and feel intimacy with Shiseido after watching the movie.

Because our advertising short movie powerfully express and successfully communicate our basic concept of “How much fun make-up is” and the power of make-up to the target with the full of entertainment, and is enthusiastically accepted with great wonder by people in overseas.

And through this movie, we also could provide triggers for individuals and for society to rethink about what beauty actually is.

That's why we deserve to enter for the Lion.

We simply wanted the targeted generation connected and sympathized with the movie deeply, so we selected actual high school student models as performers.

Moreover by making the story and composition of the film simple, we also aimed to make the concept more recognizable and understandable without detailed verbal explanation especially for the audience in overseas.

We intentionally put some traps in the film: the track used in the film, a picture that the teacher holds in her hands, performers’ posing and so on, to draw their attention of the audience and make them tempt to mention about the traps and to share.

We also provide the making of video introduces the products used in the transforming process that are actually affordable even for the teenagers.

Recently Shiseido is facing a great challenge to build more intimate relationship with younger generation. Meanwhile there is a fact that they spend more and more time on online movies via social media and especially react to entertaining movies to share among peers.

Thus to convey how much fun make-up is and also the power of make-up to many young people, we decided to launch an entertaining movie on YouTube to make them spread via social media.

This project was consisted of two major parts : the online movie and its derivational campaign site.

On the site, we provided the making video that reveal all the secrets behind the movie, including the true face of school girls without make-up, the products which actually used in the process and their direct links to our e-commerce site, and we also had free gift campaign of the products.