Oronine
Oronine, an antiseptic ointment by Otsuka Pharmaceutical, has been trusted in Japan for over 65 years. Our challenge was to modernize the brand while honoring its heritage and loyal users.
By focusing on insights from young mothers, we created TV spots that resonated deeply with them—ensuring the brand remained relevant to a new generation. Many of these films, built around everyday family insights, went on to win recognition at the ACC Film Festival, the Galaxy Award, and the Transit Advertising Awards, among others.
At the same time, we carefully preserved the familiar warmth and reliability long associated with Oronine. For more than 10 years, our dedicated team has continued to craft campaigns that strike this delicate balance. The later Shiri100 campaign became a landmark example of how legacy brands can use social media in Japan, influencing the wider marketing industry.
This TV spot tells the story of young families entirely through onomatopoeia. Words like “Ota Ota” capture the struggle of changing a baby’s clothes, while “Jobo Jobo” evokes the sound of water pouring on a child’s back. By weaving everyday sounds into a narrative, the film moves beyond language—conveying feelings and experiences that resonate deeply with parents.
Shiri 100
Shiri100 was a social content series built on the concept of “Use Your Body.” Today, we can instantly find the “right information” online—but knowing is very different from experiencing.
Across Japan, we collaborated with people living unconventional lifestyles, asking them what they had always wanted to try. Each participant designed and filmed their own experience, so the reactions were genuine, not staged.
The activities weren’t extreme, Red Bull–style stunts, but simple things almost everyone has heard of yet never actually tried. We curated 100 of these first-time experiences and turned them into bite-sized social content, some of which later became TV spots.
The impact was remarkable: Oronine’s Facebook followers grew past 70,000 in just ten months and eventually surpassed 100,000, while Google searches for “Oronine” increased by 400%. In total, the campaign reached over 10 million people.
These results showed how strongly people connected with the idea of trying something new. And that was exactly the point: every experience comes with some risk, but Oronine is there to support you along the way.
Oronyaine
Oronyaine was a mobile app created to give busy moms a moment of relaxation. The concept was simple: just pet a virtual cat. That very simplicity made it an effective stress reliever.
The name itself was a playful pun—combining Oronine with nyan (the Japanese onomatopoeia for “meow”). This not only brought a sense of warmth and familiarity to young mothers, but also reinforced brand recall in a lighthearted way.
When users stroked Oronyaine, he responded with charming compliments such as:
“Your hands are as smooth as fresh tofu.”
“I wish I could be petted without this screen in the way…”
The app quickly became addictive, achieving over 100,000 downloads and sustaining popularity for nearly a decade before concluding in 2020. It also earned a Bronze at the Tokyo Interactive Ad Awards, further cementing its impact as both a playful experience and a meaningful brand-building tool.
