SUB CATEGORY :

USE OF SCREENS & DISPLAYS

ENTRANT COMPANY :

SHISEIDO, TOKYO

TITLE :

MIDNIGHT RAINBOWS

BRAND :

SHISEIDO

ADVERTISER :

SHISEIDO

AGENCY :

SHISEIDO CREATIVE, TOKYO

CHIEF EXECUTIVE OFFICER :

GEORGE SUGITOMO

CHIEF CREATIVE OFFICER :

GEORGE SUGITOMO

EXECUTIVE CREATIVE DIRECTOR :

TAKESHI ONO

ART DIRECTOR :

AIRI KISHIMOTO

COPYWRITER :

YUKINO MIYAZAWA

EXECUTIVE PRODUCER :

OSAMU YAMANOUCHI

MEDIA AGENCY :

SHISEIDO CO., LTD., TOKYO

MEDIA PLANNING DIRECTOR :

HIRAIKE AYAKO

MEDIA PLANNER :

TERAI SHO/SAIGUSA MOMONE

FILM PRODUCTION COMPANY :

AOI PRO. INC., TOKYO

FILM PRODUCER :

MASAKI ONO

POST-PRODUCTION COMPANY :

IMAGICA GROUP INC., TOKYO

CAMPAIGN SUMMARY :

In a strong commitment to diversity and inclusion, Shiseido, a leading beauty brand, sponsored Tokyo Rainbow Pride, Japan's largest LGBTQ+ event.
Recognizing that some supporters may not attend due to distance or societal pressures, Shiseido aimed to extend its message of acceptance to those watching from home. The "Midnight Rainbow" initiative transforms late-night color bar screens into a vibrant celebration of diversity and LGBTQ+ visibility.
This initiative turns static television screens into prismatic platforms with engaging motion and messaging during typically inactive broadcasting hours. By representing 8.1 billion distinct colors within the color bar framework, the project symbolically equates each hue to an individual in the global population, illustrating a harmonious world of uniqueness.

CREATIVITY/IDEA/INSIGHT :

In a striking affirmation of its commitment to diversity and inclusion, Shiseido, one of the world’s foremost beauty brands, proudly sponsored Tokyo Rainbow Pride, the largest LGBTQ+ event in Japan..
Understanding that many supporters may be unable to physically join the festivities or hesitate due to societal pressures, Shiseido sought to extend its message of acceptance and solidarity to those watching from their homes. This initiative reflects the brand's dedication not only to beauty but also to fostering a sense of community and belonging among all individuals, extending its message of solidarity beyond the parade's physical boundaries.
The "Midnight Rainbow" initiative creatively transforms the late-night color bar screens into a vibrant celebration of diversity and LGBTQ+ visibility. This innovative concept repurposes the static television hiatus screen into a dynamic platform featuring unexpected motion and messaging, captivating viewers during typically dormant broadcasting hours.
By representing 8.1 billion distinct colors within the color bar framework, the project symbolically equates each hue to an individual in the global population, illustrating a world where uniqueness coalesces into harmony.

STRATEGY :

The "Midnight Rainbow" initiative transformed the late-night color bar screen into a powerful symbol of LGBTQ+ support and inclusivity. By reimagining this static television element, the project created a subtle yet impactful platform for visibility and acceptance.
Shiseido partnered with several broadcasting entities to convert their June test transmission into a radiant rainbow.
Repurposing an often-overlooked televisual artifact served as a luminous beacon of hope and acceptance, illuminating both screens and hearts, while subtly catalyzing a broader discourse on inclusivity and representation within the Japanese society.

EXECUTION :

Originally, the color bar served as a test pattern after television broadcasts, assisting both stations and viewers with equipment adjustments. With the emergence of 24-hour television stations, color bar broadcasts have been restricted to those that still employ this visual element.
In a remarkable transformation, this once-obsolete feature has been ingeniously repurposed by forward-thinking broadcasters. TV Tokyo and TV Saitama, in collaboration with Shiseido, have reimagined their monthly quarter-hour color bar tests as a vibrant celebration of diversity. This initiative has gained traction across Japan, with numerous stations adopting this concept during Pride month, effectively turning a technical formality into a powerful social statement.
Furthermore, this initiative ambitiously aimed to express the world’s first 8.1 billion colors through collaboration with data scientists and programmers, representing the global population.

RESULT :

The guerrilla-style broadcast unexpectedly captivated over 1 million viewers, sparking vital discussions about diversity. "Midnight Rainbow" reaffirmed Shiseido's commitment to the LGBTQ+ community and showcased how traditional broadcasting elements can be creatively repurposed to address social issues. The color bar, once a static aspect of television, has evolved into a powerful platform for promoting LGBTQ+ visibility and acceptance in Japan, with many new broadcasters eager to join next year.
This initiative not only visually represented support but also symbolized a broader commitment to creating safe spaces for the pride community in Japan. By infusing this mundane visual with renewed significance, "Midnight Rainbow" encouraged viewers to reflect on inclusion, inspiring those unfamiliar with LGBTQ+ perspectives to embrace themes of acceptance and understanding. Ultimately, this innovative approach conveyed corporate empathy and solidarity with the pride community, fostering compassion towards Shiseido as a brand that supports LGBTQ+ rights.