Creative, Motion
The Ordinary Japan CGI
The Brief
May 2024 saw The Ordinary break new ground and mark their territory in Japan, the home of skincare enthusiasts, by launching in-store and online @at_cosme. To celebrate this momentous occasion, One Agency created a high impact CGI campaign to bring the magic of The Ordinary to the world famous Shibuya Crossing.
Process
Our Motion Design team really outdid themselves with this campaign. They paid incredible attention to all details, and even went so far as to individually create every person seen in the CGI. Viewers first see The Ordinary branded traffic lights, followed by a wave of pedestrians crossing the street and in doing so, revealing the outline of The Ordinary’s iconic – and newly reformulated – Hyaluronic Acid 2% + B5 within the zebra crossing design.
Results
But awareness was only part of the challenge. Building on our experience delivering integrated beauty activations, we took the campaign from the streets of London into The Stables in Covent Garden for a two-day experiential marketing activation designed around education, discovery and trial. An influencer and VIP event brought together creators, media and Dermalogica experts before the space opened to consumers the following day. Rather than simply handing out product, every touchpoint was designed to reinforce the professional expertise behind the brand, from personalised skincare conversations and expert-led education to product demonstrations and sampling.
Results
The campaign delivered scale across London and meaningful engagement on the ground. Across 676 booked OOH sites, our media campaign generated almost 167 million impressions, overdelivering by 65% and creating more than £153,000 in additional media value. At Covent Garden, that reach translated into deeper brand engagement, with consumers spending longer than expected discovering the product, learning from Dermalogica’s skincare experts and interacting with the experience.
“We were beyond thrilled when The Ordinary approached us to introduce the launch of their product line in Japan. We produced a unique CGI video involving the Shibuya crossing and traffic lights being turned into their Hyaluronic Acid 2% + B5. It was an original production, like nothing that had been done before, and resulted in 1/4 of a million views. Their Japanese audience was so excited! It was a pleasure working with The Ordinary to bring their campaign to life!”