To celebrate the 30th anniversary of the founding of the brand we launched the zero pain project appealing the shoes’ break away merit. We elaborated on the user benefits of the product and planned a concept turning the products competitive difference, social significance and history into its strength. We appealed to the brands image of improving over the years with its staff and product and engineering while putting the face of the product maker out in the market in store fronts, web sites, and publications.

ブランド創立30周年へ向け、従来の“靴の性能訴求”を脱却すべく“イタミゼロプロジェクト”を発足。ユーザーベネフィットを推敲し、競合差異性＆社会性もあり、歴史が強みに転じるコンセプトを設計。作り手の顔を出しながら、人、物、機能の面から長年改良をし続けているという姿勢をアピールし、店頭、web、パブリシティにてコミュニケーション。

Client　MOONSTAR COMPANY
Planner / Producer（Casting/Design/Execution）/Total Directior　YOSHIHIKO YAMAGUCHI & HIROMI TANEMURA (PMA.Inc)
Directior　TOMOYUKI NITTA (PMA.Inc)
Art Director　AKIHIRO YASUDA
Stylist　YUKA UCHIDA
Hear & Make MIZUKI IMAI (TUKURIBA)
Photographer　AYAKO KICHIKAWA