The road to the top is not the same for men and women.

PROBLEM:
In the corporate world, women are not only underpaid as compared to men, but they also have to work harder to make their mark and work their way up  the corporate ladder. 

SOLUTION:
Create a visually impactful tangible metaphor about gender inequality to demonstrate how it can manifest. A moment that goes beyond just increasing awareness, it increases empathy.

PR:
COLORIBUS, ADGang, Clio, Oneshow, adforum, Ad of the month. Ads of the world. ELLE, HUFFPOST, Cosmopolitan, Time out ,CondeNast Traveler, AD NEWS,  GRUMPO CONTROL, EXTRA, LAVANGUARDIA, 
PUBLICO, UPSOCL, Republican - de las ideas, WAPA.pe, mndoamazonia, IZQ, and more than 100 articles 

Project website:
https://www.stepininequality.com/

Kazunori Shiina (AD) / Chandani Karnik (CW)

AWARDS:
• Clio Awards 2016 : Student Out of Home / Gold
• One Show 2016 : Young Ones / Bronze
• National American Advertising Awards 2016 : Student Out of Home / Gold
• Creativity International Award 2016 : Student Awards / Silver
• Applied Art 2016 : Student Awards / Winner

PROBLEM:
Potty-training is a big challenge for toddlers and parents alike. Often Japanese guardians take a draconian approach that adds stress to an already difficult period. As they rely on day-care for their children’s wellbeing and education, Clover Lohas Kids Center wanted to demonstrate their ‘learning through play’ approach by contributing meaningfully to ease this process.

SOLUTION:
We designed PooPaint: an educational tool that engages children positively, minimising their fears and boosting interest in the subject matter. Half toilet paper, half coloring book, it helps kids associate hygienic habits with fun. Witnessing the immediate results parents became advocates of the kindergarten, also gathering extensive coverage on news channels and social media.

PR:
Ad Age, 9GAG, Yahoo! Japan, CBS, CREAPILLS, FQ Japan, SORA NEWS 24, SOHU.COM and more than 70 articles.

WEB SITE:
https://www.poopaint.net/home-1

ROLE:
Associate Creative Director

AWARDS:
• New York Festival 2020 : Public Relations:Best Use / Bronze •Oneshow 2020 : Public Relations/ Shortlist
• Ad Stars 2020 : Creative eCommerce / Bronze
• Ad Stars 2020: Direct / Bronze
• Ad Stars 2020 : Small Scale Special Solutions / Bronze
• ACC TOKYO CREATIVITY AWARDS 2020 : Public Relations / Shortlist

Gilbert Baker, LGBTQ activist and the creator of the iconic Rainbow Flag sadly passed away on March 31, 2017. and artist. To honor his legacy, NewFest and NYC Pride partnered with Fontself to create 'Gilbert,' a free font inspired by the design language of the iconic Rainbow Flag.

CREDIT:
Alfonso Marian (CCO), Chris Rowson (CD), Bastien Baumann (CD), Rodrigo Moran (CD), Robyn Makinson (Designer), Kien Quan (CW), Justin Au (Motion Graphics), Akiko Nakashima (Executive Producer), Bill Berman (Group Director), Kazunori Shiina (AD), Hayato Yamazaki(AD)
 

PR:
Mashable, Behance, Adweek, Yahoo!, Adobe, The Webby Awards, Creative Boom, Design Taxi, Typeroom, Creative Pool, Typograph.her, Fast Code Design, Creative Bloq, LGBT News, Dezeen, KQED Arts, IDNWorld, NewNowNext, JoeMyGod, Washington Blade, Blu, IBT News, Data Market, Update or Die, It's Nice That, Bustle, Huh Magazine (UK), Digital Arts Online (UK), Club Decriacao (Brasil), SF Gate (San Francisco), We Resist, Navigay, Randy Report,Direct Marketing, Towleroad, Instinct Magazine, Unimale, Cool Hunting, Homorazzi, LGBT Nation

AWARDS:
• One Show 2018 : Design / Silver
• One Show 2018 : Intellectual Property, Interactive, Public Relations / Merit
• D&AD 2018 : Branding, Campaign Branding & Identity/ Yellow Pencil
•D&AD 2018 : Creativity for Good,Design, Not for Profit/ Wood Pencil
• Clio Awards 2018 : Brand Design/ Bronze

The HexClad hybrid technology encourages your challenge for any dish.

BACKGROUND:
HexClad is a rising premium cookware brand. Forged by passion, and perfected by science – HexClad features revolutionary cookware with its hybrid technology that gives you the performance of stainless steel, the durability of cast iron, and the convenience of a non-stick.

AUDIENCE:
A ”Rebel Cook” and passionate about cooking and willing to invest in their passion. Cooking brings out their creativity and it is a chance for self-expression.  These people in sometimes subtle ways always add a little zest, or flavor to life. 

SOLUTION:
We ignite the rebel cooks’ challenger spirit with the HexClad pan to unleash their culinary potential with its hybrid technology.

ROLE:
Creative Director

ROLE:
Associate Creative Director

AWARDS:
• Dragons Of Asia : Best Campaigns By Country, Japan’s Best
• Dragons Of Asia : Best Brand Trial or Sales Generation / Gold

Maple is so pure that even monks can eat it.

PROBLEM:
In Japan, maple syrup is perceived as expensive, with other processed sweeteners seen as more affordable and preferable alternatives.

SOLUTION:
To convey the purity of maple syrup, a tasting event “Maple Monks Cafe“ was held showcasing maple dishes cooked by monks with strict requirements to only consume natural foods. Unlike processed sweeteners, maple comes from nature and has a richer flavor that can enhance a variety of dishes.

During the event, monks crafted a Shojin-Pancake, inspired by Shojin Ryori, a Japanese traditional vegan food for monks made with all natural ingredients. Maple syrup was harvested 100% pure from Canadian maple forests and served as a key ingredient in the Shojin Pancake.

RESULT:
We achieved 1,257,182 total impressions through event ads and PR media.

AWARD:
MUSE Creative Awards 2022: Strategic Program - Event Campaign / Gold

ROLE:
Associate Creative Director

Unleash Your Imagination.

PROBLEM:
Lego Mario, a dream collaboration between Lego and Super Mario, was released in 2020.
Sales for the product remained strong with toys and entertainment among the few areas to grow during the peak of the coronavirus pandemic. However, many kids forced to stay home during this time also experienced stress from not being able to play with friends, limited to only playing alone or with family members.

SOLUTION:
We created a competition event "LEGO Super Mario Creator Championship” that was broadcast as a collaborative project on "Ohasuta," a TV program extremely popular among kids. A five rounds tournament, culminated in a final round for the top five kids to showcase their course creations and play them. Kids posted videos of their creations and were evaluated based on the number of coins they earned and the originality of their courses.

RESULT:
The event sparked the imaginations of kids, serving as a creative outlet for new courses and play styles. Kids who had been playing alone had a chance to join a wave of fun competitions and express themselves through LEGO Mario. More than 300 kids from all over Japan participated in the Championship, and total of 1 million viewers watched the event through the TV program.

ROLE:
Associate Creative Director

Red Bull gives King Gnu's fans wings.

PROBLEM:
Since its market launch in Japan in 2005, Red Bull has won the hearts and minds of young people by sponsoring athletes aiming to be No. 1 in a variety of extreme sports. However, in recent years, Monster, a competitor, had also been targeting a young audience with lower priced products, offering a wider variety of flavors, and communicating in a way that mimics Red Bull. This was rapidly eroding Red Bull's market share and brand presence.

SOLUTION:
Red Bull countered with an artistic collaboration at a scale more immense than Monster could execute. King Gnu, a chart-topping, energetic band with a passionate following, was chosen as Red Bull Japan’s first ever musical artist brand collaboration. The "Go Louder" campaign connected the energy of King Gnu fans to Red Bull, by providing new content accessible only by purchasing Red Bull products. Content included exclusive videos and chances to attend exclusive Red Bull live performances and win collaboration merchandise.

RESULT:
The campaign achieved the highest volume of both sales and campaign entries in Red Bull Japan history, helping to regain market share.

ROLE:
Associate Creative Director

ROLE:
Associate Creative Director

ROLE:
Associate Creative Director / Art Director

Blue Moon Brewing Company

PROBLEM:
Pilsner beer is so prevalent in Japan that many consumers consider it to be the one and only true type of beer. 

SOLUTION:
Created the pop-up Blue Moon dining bar in the middle of Tokyo’s fashion-driven Omotesando district to reach young business women and invite them to share a new beer experience. 

RESULT:
 As awareness of Blue Moon grew, information was placed in trendy fashion magazines and online successfully. New fans shared their experiences through social media with Blue Moon’s Facebook page receiving over 6,000“likes”(as of July 2013) only a month after launch, significantly more than competing middle class beer brands in Japan. 

ROLE:
Associate Creative Director / Art Director / Bartender

Amazon Fresh

Kazunori Shiina (AD) / Chandani Karnik (CW)