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  • SUB CATEGORY :
    USE OF AMBIENT: SMALL SCALE
  • 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
  • CAMPAIGN SUMMARY :
    "INCENSE OF MEMORIES" is the world’s first incense stick that gives shape to the departed.
    Through Kameyama’s unmatched experience and craftsmanship, every detail was meticulously calculated to transform the 400-year-old traditional shape of straight incense sticks.
    From reading to golf, a variety of designs give shape to a loved one’s hobbies, reminding us of their zest for life. This new approach to remember and pay respects to the deceased was a huge hit throughout Japan upon its release. The product was picked up by numerous news outlets and became a No. 1 seller in its category on Amazon. Kameyama also received ten times more orders than their production volume and sold out instantly. With a 94% user-satisfaction rate, it quickly became one of Kameyama's most sought-after products.
  • THE BRIEF :
    Japanese people have been practicing the age-old tradition of lighting straight incense sticks to honor the deceased for 400 years. From a different perspective, we can also say that there has been no major innovation in incense products for the past 400 years.
    Founded in 1927, Kameyama, Japan’s oldest and most widely loved incense brand, wanted to shake things up and update the tradition of remembering the deceased by transforming incense into a more impressionable, memorable, and evocative product.
  • THE STRATEGY :
    The incense industry does not have a large enough budget to advertise through multiple media vehicles. Therefore, our strategy was to evolve the design of incense so that it could become the media in itself and be newsworthy and shareworthy.
    Today, we live in an age where “individuality” is respected and celebrated. This was our inspiration to develop a unique and iconic incense design that reminds us of the “individuality” of those who were so vibrant and vivid during their life.
  • THE EXECUTION :
    “INCENSE OF MEMORIES”, the world’s first incense stick that gives shape and form to the departed, is a media vehicle in its own right, intended to be shared. Leveraging Kameyama’s many years of experience and expert craftsmanship, every detail from thermal conductivity to burn time was meticulously calculated, transforming the form of incense sticks, which had traditionally maintained a straight shape for about 400 years since its creation. A variety of iconic designs were created to give shape to a loved one’s hobbies and the things they enjoyed, such as reading, mountain climbing, surfing, and golfing, with each reminding us of the “individuality” of those who were so vibrant and vivid during their life.
  • THE RESULT :
    In spite of minimal advertising in-store and on owned social media channels, the iconic incense stick design which was a first of its kind, functioned as a strong media platform in and of itself and was picked up on Japan’s most popular news program, NEWS ZERO, becoming a big topic of conversation throughout Japan. As a result, the first batch of products sold out instantly with 10 times more orders than their production volume, and the product was ranked No. 1 in its category on Amazon Japan. Thousands of user reviews were posted on social media, reaching a user satisfaction rate of 94%. “INCENSE OF MEMORIES” has already become one of Kameyama’s signature products and ultimately became a part of the hearts of many and brought a brighter light to those remembering their loved ones.