The digital campaign was online for four months between October 2013 and January 2014 at invisible-things.com. The site initially grew through word-of-mouth before experiencing a surge in visitors after being featured in media outlets such as Wired Japan and Web Designing as a forward-thinking initiative by a pharmaceutical company.

The site attracted 560,000 visitors, surpassing our Thunderbirds tie-in of the previous year. Our campaign was featured in articles and interviews with our client representative in magazines covering everything from business to design as an example of a forward-thinking initiative by a pharmaceutical company. Across social media, our project garnered attention for its artistic look and feel, and word-of-mouth demonstrated that our value appeal had won over our audience.

Kyowa Hakko Kirin sells ethical pharmaceuticals used to treat serious illnesses such as cancer. As such, consumers only encounter these products when they or their families are affected by serious illness, and the company rarely enters consumer consciousness through day-to-day life. Furthermore, World Health Organization (WHO) reports consistently place Japan as first in average life expectancy; you could say that for the Japanese, the concept of mortality is generally a stranger to their everyday lives. In order to promote the value of our company to such an elusive audience, we developed an interactive art platform based on Kyowa Hakko Kirin’s founding mission statement “Commitment to Life.” Our challenge: to create awareness among a public for whom 'life' isn't constantly in question.