Award-winning Japanese calligrapher and live artist supports Zoff eyewear campaign.
Sony Creative Products (SCP) Inc has announced that the award-winning calligrapher Juichi Yoshikawa, for whom SCP is the global agent, has used his brilliance in artistic lettering to create the title design for the major new Japanese advertising campaign for the Intermestic Inc eyewear brand Zoff.
Zoff’s new campaign – called EYE am a HERO! – features three commercials that tell stories of how a set of eyewear helps lift the spirit – and makes the wearer feel like a superhero. The aim of the campaign is to encourage people to feel empowered, motivated and transformed through their eyewear.
Juichi Yoshikawa, a master of the Japanese calligraphy style known as SYO, worked on the striking and vibrant title design for the campaign alongside Kensaku Kakimoto (creative planning and direction) and Kyoko Fushimi (fashion coordination). The campaign, which began broadcasting in late February, was timed to coincide with the launch of the new Zoff spring collection for 2018. The campaign has been running not only on TV but on social media, where it has been supported by longer advertisements on the feature website. It has also run on storyboards at retail, showcasing five characters of various generations wearing unique eyewear and embracing their own styles.
Juichi Yoshikawa’s calligraphy played a major role in the campaign, highlighting the flair and originality that has made him one of the world’s best-known artists with lettering, not only through his much sought-after work on TV and in comics but also through his amazing live performances. These include creating calligraphy from a helicopter in the Red Dunes of Dubai, writing a vast SYO piece at the base of the Eiffel Tower, and a performance in front of 3,000 spectators at China’s Tiananmen Square of an enormous SYO piece measuring 45 metres by 15 metres. More recently he was a star attraction at an exclusive dinner at Tokyo’s L’Atelier de Joël Robuchon restaurant, where he turned the venue into a stage, with a live performance in which he created pieces of calligraphic art for each attendee – on the spot!
Juichi Yoshikawa’s award-winning work in the art of lettering has won fans all over the world and been exhibited in a number of countries. SCP plans to build on awareness of both the artist and his art, developing his brand in a number of regions and through a variety of categories via events and promotions.
Takeshi Nakamura, Global Business Group Licensing Manager, Sony Creative Products Inc., says: “Once again Juichi Yoshikawa’s skill with calligraphy, which has been so popular in TV shows, comics, art exhibitions and live shows has shown how it can inspire and impress a vast audience. We are delighted that Intermestic Inc asked him to work with this major brand and are thrilled, as is Intermestic, by the results.”