:

LOTUS :

LOTUS ROOTS

CATEGORY :

DESIGN LOTUS

COMPANY ENTERING :

WUNDERMAN THOMPSON TOKYO, TOKYO

TITLE :

INCENSE OF MEMORIES

BRAND :

INCENSE OF MEMORIES

ADVERTISER :

KAMEYAMA INC.

AGENCY :

WUNDERMAN THOMPSON TOKYO, TOKYO

CHIEF EXECUTIVE OFFICER :

AKIRA SUZUKI

MANAGING DIRECTOR :

TAKUMI ICHIHARA

GLOBAL CHIEF CREATIVE OFFICER :

BAS KORSTEN/DANIEL BONNER

CHIEF CREATIVE OFFICER :

TAKAYUKI NIIZAWA

CREATIVE DIRECTOR :

TETSUYA MITA/SATOKO IIDA

ART DIRECTOR :

TOHKO KANZAKI

COPYWRITER :

TETSUYA MITA

AGENCY PRODUCER :

HIDENORI TSUMOTO

PRODUCT DESIGNER :

NAOKO ONISHI

ACCOUNT DIRECTOR :

KO ISHIZAKA

ACCOUNT MANAGER :

SAYAKA ONO

MARKETING & PR MANAGER :

YUKO UCHIYAMA

ACTIVATION PLANNER :

JUNPEI SANGO

CULTURAL CONTEXT EXPLANATION :

The Japanese tradition of honoring the deceased through the simple act of lighting straight incense sticks has remained unchanged for over 400 years.
Unfortunately, there is nothing in this tradition that reminds us of the “individuality” of those who were so vibrant and vivid during their life. Our idea originated from the inspiration to transform this tradition into something that would instead celebrate the individuality and lives of the deceased.

BACKGROUND OVERVIEW :

“INCENSE OF MEMORIES” is the world’s first incense that gives shape to the departed.
Leveraging Kameyama’s many years of experience and craftsmanship, every detail from thermal conductivity to burn time was meticulously calculated to transform the form of incense sticks, which had long maintained its straight shape for about 400 years since its creation. Numerous designs were created to give shape to a loved one’s hobbies, such as reading, mountain climbing, surfing, and golfing, with each reminding us of the “individuality” of those who were full of life. This groundbreaking concept of offering prayers while reminiscing about loved ones became a big topic of conversation throughout Japan upon launch. Featured in numerous news programs and online media, the product reached No. 1 in the incense category on Amazon. As a result, Kameyama received ten times more orders than their production volume and sold out instantly, reaching a user satisfaction rate of 94%. In addition, “INCENSE OF MEMORIES” instantly became one of their most sought-after products. Kameyama reinvented and updated the tradition of how people memorialize the deceased and ultimately became a part of the hearts of many and brought a brighter light to those remembering their loved ones.