W+K Tokyo has been the brand’s communications partner since 2009. Since then, we have created a range of work focused on “hands,” all designed to evolve the product’s image as a traditional home medicine and encourage trial by a younger generation. While our communication has been wide-ranging, each campaign has been aimed at forging an emotional connection with audiences.
"Petting Cat Oronyain" App
“Petting Cat Oronyain” is a nade-nade (petting) application that allowed users to pet the sleeping kitten Oronyain (“nyain” means “cat sounds” in Japanese). Oronyain responds with a variety of soothing sounds in his sleep depending on the quality of the petting.
Sawaru Shiri100 Supported by Oronine
To touch. It is a special experience. Touching directly may carry risk; it’s a bit scary. But because of that, there is a joy in experiencing something you've never encountered. In a way, to touch is an adventure.
To celebrate, and promote, touching, we launched Sawaru Shiri 100 Supported by Oronine, a series of films and images that showcase the 100 things in Japan you should touch for yourself without assuming you already know what they feel like.
Fuyu No Te Soshi (Winter Hands)
The unpleasantness of dry hands catching on clothes. The fear of hitting chapped hands on furniture. Feeling bad about touching your child’s delicate skin. Winter hands tend to become timid when they become rough from winter’s harsh conditions. But winter hands need to keep working.
We made this spot to cheer and support winter hands so they can enjoy winter to their heart’s content. The film portrayed a typical day in each winter month. It aired on broadcast TV, digital OOH, and on social channels.
In our fourth year of working with the Oronine brand, we wanted to reach new users while staying close to existing fans. Our new target was young women who recently became mothers.
The story is told through the hands of a woman. Nervous hands first cautiously reach out to a baby to lift her up. The hands are hesitant as they try to bathe her and change her diaper. But as the baby grows, day by day, the mother becomes more assured. This film puts a spotlight on the experience of a mother by focusing on her hands and the way her confidence grows along with her child.