Urban Solution for Urban Pollution
dProgram (Delicate Skincare Program), a Shiseido brand, wanted to launch a Southeast Asian campaign for their Urban Damage Care range, a two-step routine specially formulated to protect and relieve delicate skin from redness and sensitivity from the effects of urban pollution exposure and accumulation.
Planning & Execution
Confronted with the challenge of pulling off a regional campaign in the middle of a pandemic, we turned to an unlikely solution—Tofu. More than just a beloved, everyday food of the region, Tofu’s texture is also extremely delicate, making it a highly effective metaphor for skin and Urban Damage Care range’s promise of preventing further aggravation of delicate skin. With that, we constructed the campaign as a series of experiments on how skin can benefit from dProgram's face wash. A truly Urban Solution for Urban Pollution.