Tiffany: Hand Meets Hand

Credits & Description:

Agency: Hakuhodo Inc. / Tokyo + Hakuhodo Dy Media Partners Inc. / Tokyo + White Inc. / Tokyo + Hakuhodo Products Inc. / Tokyo
Client: Tiffany & Co.
Category: Fashion / Clothing / Footwear / Accessories
Art Director: Ryoko Nagamatsu
Copywriter: Genki Kimura / Minako Tanaka
Designer: Takashi Sasaki / Takemichi Chiba
Illustrator: Marie Assenat
Production Company: Hakuhodo Products Inc. / Tokyo / Drop / Tokyo / Cavier / Tokyo / Img Src Inc. / Tokyo / Birdland Inc. / Tokyo
Director: Yuko Yasunaga / Taichi Hirao / Arata Kanbayashi / Masanori Mori
Producer: Hayato Arakawa
Agency Producer: Shiro Komori / Haruhiko Tsurumi / Eri Fuchino / Ryo Kazuno
Animator: Saburou Hashimoto
Cinematographer: Kazunari Tanaka
Content Strategist: Daisuke Fukuhara
Creative Team: Toru Taguchi / Toshinori Yokokawa
Creative Technologist: Kenji Kamiya
Digital Agency: White Inc. / Tokyo / Spicebox Inc. / Tokyo
Editor: Akihisa Fukuoka
Executive Creative Director: Toshiya Fukuda
Programmer: Masanori Yoshii
Technical Producer: Hiromasa Hosotani
Chief Executive Officer: Toshiya Fukuda (777)
Copywriter: Genki Kimura
Art Director: Ryoko Nagamatsu
Designer: Ryoko Nagamatsu
Account Director: Shiro Komori
Account Manager: Haruhiko Tsurumi
Account Executive: Eri Fuchino
Communication Planner: Minako Tanaka (Hakuhodo Media Partners)
Strategic Planning Director: Daisuke Fukuhara
Interactive Director: Hiromasa Hosotani (White Inc.)
Technical Planner: Kenji Kamiya
Strategic Planner: Daisuke Fukuhara
Agency Producer: Ryo Kazuno (Spicebox)
Film Production Company: Hakuhodo Products Inc., Tokyo
Director: Yuko Yasunaga (Cavier)/Taichi Hirao
D.O.P/Cinematographer: Kazunari Tanaka
Gaffer: Chie Nagao
Film Producer: Hayato Arakawa
Chief Production Manager: Toru Taguchi
Production Manager: Toshinori Yokokawa
Production Designer: Takashi Sasaki (Shinkuu Co., Ltd.)
Post-Production Company: Redhill, Tokyo
Editor: Akihisa Fukuoka
Flame Artist: Akihisa Fukuoka
Post Producer: Shinya Imoto
Special Effects Company: Drop, Tokyo
Animator: Saburou Hashimoto
Special Effects Producer: Hideyuki Kouta
Interactive System/Web Production Company: Img Src
Technical Director: Masanori Mori
Programmer: Masanori Yoshii (Img Src)
Sound Production Company: Aiin Co., Ltd., Tokyo
Sound Designer: Katsuya Yamada
Sound Studio Producer: Katsuya Yamada
Music Composer: Gutevolk
Print Production Company: Birdland Co., Ltd., Tokyo/Hakuhodo Products Inc., Tokyo
Photographer: Takahiro Kojima/Hisashi Ootsu
Retoucher: Shuji Kakinuma
Illustrator: Marie Assenat (Paumes)
Designer: Takemichi Chiba/Takako Sakamoto
Print Producer: Suguru Abo
Background Overview:
Tiffany Is No Doubt The No.1 Popular Brand In The Bridal Jewelry Market In Japan. However, With Changes In The Values Of Younger Generations, They Are Getting Indifferent To Tiffany. We Would Like To Rebuild The Engagement With Young Target.
Website URL: http://award.255255255.com/hand-meets-hand/
Describe the campaign/entry:
Our idea was to create a brand book in which lovers’ hands act as a picture book. In short, we selected hands to
be the media. A couple becomes something special when their hands first touch. Their pledge of love, in the form of
a ring, rests on their hands. And even when death is about to part them, one will surely hold the other’s hand to the
very end. A couple’s story begins, flourishes, and finishes with hands. Hands, the ultimate media to express love.
Creative Execution:
We set up a projection system modeled after a New York streetlight at Tiffany’s Ginza Signature store. When a
couple put their hands under the streetlight, an animated story is projected on their hands. When two hands touch
and open like a book, the story unveils itself by the sensor which detects their hand movements, At the conclusion
of the story, the projector displays a wedding proposal and fits an engagement ring on the woman’s ring finger. We
realized an original story with scenario options and autograph by each couple which is projected on hands at the
end of story.
About
100 couples took part in the event in 6 weeks. On one day, waiting time required as long as 5 hours, and
we had to turn away 200 couples. Some people made use of the event to actually propose to their partner. - 58.6%
of the participants shared their experience. - 71.5 % of the people had a favorable impression of the brand. -
Triggered an intention to purchase in about 50% of the participants.
To create a bond between young people and the brand, we selected a digital strategy, a new domain of high
interest for the target, even though Tiffany is a traditional brand. And even though it’s a digital strategy, we still
used hands as the actual media. When their hands touch physically, lovers are touched emotionally, creating the
most primal interaction between two humans.