KANEBO’s hope in the message “HOPE MOVES YOU FORWARD.”
Due to a prolonged struggle with Covid-19, we feel vulnerable with uncertainty. However, KANEBO believes that, when the time is right, each of you can look ahead and take a step forward with hope. And at that time, we hope that cosmetics become one of the energizers that bring out positive power of each person.
Movie filmed with people around the world
The shooting of the movie was held in several cities in the world including Tokyo. It captures positive, lively expressions in the daily lives of people around the world, who are relaxing with their family, friends and partners, enjoy dancing, singing and playing. There are many cast members of all ages appearing in the movie, such as models and musicians, and then family, friends, partners and colleagues who are in close relationships, so that the movie can bring out their natural, positive expressions. Through communicating remotely but cooperating closely with directors and cast members around the world, we shared the message that “we want to show expressions of people, regardless of their age and gender, who lives vibrant lives in this era, by capturing the moment of positive feelings emerging from them at a close range so that even their breathing and passion can be felt in the movie.” Working together with people who have genuine empathy with this message, the movie was created with full of colorful, positive power.
Rouge as a symbol of HOPE
The motif of hope that moves you forward in this commercial is a rouge. In a daily life with a mask on, “applying a rouge” is an action full of hope that cheers you up. It features the moments that generate positive feelings such as when applying a rouge for the first time and being excited about choosing a new color.
Rouges appear in many different scenes in the commercial not only add color to lips, but also release positiveness of people in combination with colorful artworks coming out from rouges.