Oronine
Oronine is a long-standing antiseptic ointment brand by Otsuka Pharmaceutical, with a history of over 65 years. Our mission is to modernize the brand while retaining our existing customers. To achieve this, we must find the right balance between innovation and tradition.
We continuously explore insights from young mothers, and our TV spots are always well-received by them. We've been working on this brand for over 10 years with the same team, ensuring consistency and quality.
The superimposed text in this film ad is composed almost entirely of onomatopoeia. For example, the opening "Ota Ota" expresses the struggle of changing a baby’s clothes, while "Jobo Jobo" represents the sound of water being poured on the baby’s back. By weaving a story using only the onomatopoeia found in the everyday lives of young families, we created a film that resonates emotionally—going beyond mere words to convey feelings and experiences.
Shiri 100
Shiri 100 was an engaging social content series. The concept was "Use Your Body," inspired by the fact that we now live in an era where we can easily find the "right information" online. However, there is a significant difference between knowing something and actually experiencing it.
So, we curated 100 unique experiences with people who have unconventional lifestyles. Each person filmed their own experience, and we then edited the footage to create social content—some of which even became TV spots.
This isn't about extreme challenges like Red Bull-style stunts. Instead, it's about things you've always been capable of doing but have never actually tried. Our goal is to encourage people to step outside and experience life for themselves. Of course, every new experience comes with some level of risk, but that’s where Oronine comes in—to support you along the way. That’s the message we wanted to convey.
Oronyaine
Oronyaine is an app designed to help busy moms relax. The concept is simple—you just pet a virtual cat named Oronyaine, and that’s it. But that simplicity is exactly what makes it work so well for busy moms.
The app was downloaded over 100,000 times and ran successfully for 10 years (it ended in 2020). The name is a playful pun—“Nyaine” comes from the Japanese word for “meow” ("Nyan"), inspired by the brand Oronine, resulting in Oronyaine.
In the app, when you pet Oronyaine, he compliments mom’s hands with phrases like:
“Your hands are as smooth as fresh tofu.”
“I wish I could be petted without this screen in the way…”
It’s surprisingly addictive!
