omniture

Hot Topic in Japan "Ora2Kyary HAMiGAKi Project" Starts Today 6 November in 3 Regions in Asia

Sunstar
2013-11-06 10:26 2312

KYARY PAMYU PAMYU, first appearance in Asian advertisement

SINGAPORE, Nov. 6, 2013 /PRNewswire/ -- Sunstar Singapore Pte. Ltd. (CEO: Yoshihiro Kaneda), with its oral care brand for women Ora2 (Ora Two) starts "Ora2Kyary HAMiGAKi(tooth-brushing) Project" in 3 Asian regions; Singapore, Thailand and Taiwan, from Wednesday, 6 November.  This project aims at transmission and enlightenment of the new "Japanese HAMiGAKi culture".

"Japanese HAMiGAKi Culture" that Ora2 advocates is the self-improvement with happiness through tooth brushing, adding the value of "KAWAii" that is peculiar to Japan to daily tooth-brushing.  As "Ora2 HAMiGAKi ambassador" (Ora Two tooth-brushing ambassador), Kyary Pamyu Pamyu, a pathfinder of KAWAii culture, was appointed and the project has already started earlier in Japan since Thursday, 10 October.

Also, this project has become a great topic as it is publishing a new commercial using Kyary Pamyu Pamyu's long-awaited new song, "Sunngoi Aura", limited edition products sold only in Japan and Asia and a new application in which Ora2 and Kyary Pamyu Pamyu's collaboration photo frames are available.  The new commercial is scheduled to be broadcast from Friday, 15 November, and her new song used in the commercial "Sunngoi Aura" is, ahead of the commercial broadcasting, being distributed in KKBOX and iTUNES®Store from 6 November and the limited edition of Ora2 product to be sold only in Japan and Asia is being launched on Friday, 15 November.

This project will be the first appearance in Asia by means of advertisement for Kyary Pamyu Pamyu.  Large-scale outdoor advertisement of Kyary Pamyu Pamyu is being released from Friday, 15 November, in Singapore, Thailand and Taiwan.

Project website: http://www.ora2-kawaii.com/en/

What is "HAMiGAKi"?

The "HAMiGAKi" that Ora2 advocates is not mere tooth-brushing.  It is "KAWAii", which is born in Japan's Harajuku culture and draws the world's attention, plus "Tooth-Brushing" and is also "Tooth-Brushing for self-improvement with happiness". Through this project, we would like to widely transmit the "HAMiGAKi" not "tooth-brushing" to Asia, as well as Japan.

Reason for appointment of Ora2 HAMiGAKi ambassador

Ora2 would like to create a new value of "happiness" and "kawaii" for everyday tooth-brushing and transmit new tooth-brushing culture to young women in Japan and Asia.  For this purpose of widely transmitting the Ora2's concept to Asia, Kyary Pamyu Pamyu was appointed as "Ora2 HAMiGAKi ambassador".  She leads the KAWAii culture that Japan boasts to the world, and made her world tour a success and performed in big festivals in Thailand and Taiwan, which enabled her to gain tremendous supports from young women all over the world who admire KAWAii culture.

Commercial Information

●The story behind the commercial

Kyary Pamyu Pamyu appeared in the studio with a smile.  As most of the production staff this time, including the director, are familiar members in her music video shooting, she looked relaxed from the beginning to the end during the shooting.  While she chatted with the director, she promptly responded to the director's instructions and showed various expressions in front of the camera.  Especially in the scene where she quickly swung a big toothbrush and jumped with abandon on a trampoline, she enjoyed the pop world of the commercial checking the monitor.  Giving a big hug to the big toothbrush and seeing the eyes of "Teeth-kun" between takes, she showed her playful mind.  Although the commercial shooting was taken place with a spare moment in her tight schedule, it went smoothly and finished without any problem.  The shooting was in a good atmosphere built on a relationship of trust between her and the staff.

●Commercial Outline

O.A. starts on: Friday, 15 November, 2013 "Sunngoi Aura" version (15sec/30sec)
Broadcast area: Singapore, Thailand, Taiwan (MTV Only)
Cast: KYARY PAMYU PAMYU

●Interview with KYARY PAMYU PAMYU

Q. How was the commercial shooting?
A. In the shooting I needed to swing and carry a big toothbrush, but I was surprised as it was unexpectedly heavy and hard (she laughed).  Also, as this time most of the production staff like Director Tamukai is those who always work in my music videos, the usual KYARY PAMYU PAMYU world is expressed!  The world we express is very cute and fantastic, so the commercial will catch your eyes.  I hope you will like it.

Q. Tell us about the highlight of the commercial.
A. The highlight is the scene where I brush Mr.Teeth with a toothbrush!  The costume is also a must-see.  The shoulders are toothbrushes, and the skirt simulates bubbles, which makes a pop image.  I hope you focus on them too.

Q. Any message to your fans in Asia?
A. This new commercial will be first on air in Japan and soon in Thailand, Taiwan and Singapore.  This is my first time to perform in an Asia-wide commercial, and I'm really thrilled.  I hope you enjoy tooth brushing with Ora2 and also self-improvement.  Let's Kyary HAMiGAKi (tooth-brushing)!

●Commercial song "Sunngoi Aura"

"Sunngoi Aura" the song used in the commercial is the one newly written by Yasutaka Nakata (CAPSULE), a music producer who produces Kyary Pamyu Pamyu, especially for the commercial.  As the commercial concept that "Tooth-brushing is self-improvement", the song expresses a positive feeling of a woman that being beautiful by self-improvement makes her happy.  This song is included in her long-awaited 7th single "Mottai-Nightland" to be released on Wednesday, 6 November.

●KYARY PAMYU PAMYU's Profile

Kyary Pamyu Pamyu, or her full name Caroline Charonplop Kyary pamyu pamyu, born in 1993, started her career as a Harajuku fashion model, after she was appeared in snapshot section in a fashion magazine when she was a high school student.  Her unique look and freedom in expression in her blog gather attention.  In August 2011, she debuted with her mini album "Moshi Moshi Harajuku" produced by Yasutaka Nakata (CAPSULE) from major label Warner Music Japan.  In May 2012, after the release of 1st full album "Pamyu Pamyu Revolution", followed by her first standalone live in Nippon Budokan and first performance in "NHK Kohaku Utagassen", she has been progressing by leaps and bounds.  Her world tour also ended in great success, and now her 2nd album "Nanda Collection" which had been hoped for ranked 1st place on Oricon weekly chart for the first time in her career, being a big hit!

Kyary Pamyu Pamyu is currently on in her Japan hall tour.  Her standalone performance in Yokohama Arena on 18 and 19 January is already scheduled, as well as the 2nd world tour in 2014.  No one can stand in the way of her success.

The long-awaited 7th single "Mottai-Nightland" is being released on 6 November, in which the Sunstar commercial song "Sunngoi Aura" is recorded.

Official website: http://kyary.asobisystem.com/
Official Facebook: https://www.facebook.com/KPP.FC

Limited-Edition Product

"Ora2 STAINCLEAR Dental Paste" which pursues original whiteness and beauty of teeth and supports to be confident in smile, releases limited edition for campaign.  The limited edition is in an original package that expresses "happiness" and "kawaii" and of sweet-sour berry flavor.  This is the first try for Ora2's history to develop package and naming (name of the flavor) exclusively for a particular project.

  • Product name: Ora2 STAINCLEAR Dental Paste <Very KAWAii♥Berry>
  • Release date: Friday, 15 November, 2013
  • Retail price: SGD7.10 tax included
  • Net weight: 140g

Sold exclusively through selected Watson stores (in Singapore)

New Application

This new application "Ora2 KAWAii Camera", which provides digital photo frames developed in collaboration with Ora2and KYARY PAMYU PAMYU, is being released in cooperation with "Otaku Camera", one of the very popular camera applications.  Once the application is downloaded, "sample frames" are available and another 17 kinds of "campaign frames" on the purchase of products.  The photos taken can be uploaded to Facebook or Twitter.

  • Name: Ora2 KAWAii Camera
  • Period of use: Friday, 1 November, 2013 -- Friday, 28 February, 2014
  • Supported OS version: OS: OS 5.0 and later / Android : OS 2.3.3 and later
  • Fee: Free of charge

Product Sample Distribution in Japan

On Thursday, 17 October, promotional sampling of Ora2 Kyary HAMiGAKi (tooth-brushing) project original goods was carried out in Shibuya, the center of Japan youth culture.  During the sample distribution, "Mr.Teeth" appeared and distributed 3,000 sets.  Advertising bus ran around the district and the commercial was broadcast on large displays.  All Shibuya was filled with Ora2 Kyary HAMiGAKi (tooth-brushing) project.

Broadcasting and distribution of short program on Music & Entertainment channel "MTV"

"MTV Diary: Kyary Pamyu Pamyu supported by Ora2"

Kyary Pamyu Pamyu appears in the popular program "MTV Diary" in which artists themselves introduce their recent favorite places or events to the viewers.  Talking about her new challenges such as performance in overseas music festivals and "Kyary Pamyu Pamyu the Movie" the world premiere, the program is exclusively focused on the attraction of Kyary Pamyu Pamyu.  The program also tells the story behind the Ora2 commercial "Sunngoi Aura" version.

  • Broadcast schedule: Broadcasting starts from 15 November, Friday 2230 followed by repeat airing
  • Web distribution: http://www.mtv81.com/

"MTV i-KAWAii supported by Ora2"

Having Kyary Pamyu Pamyu as main MC, the short program "MTV i-KAWAii" with the theme of "KAWAii" is broadcast and distributed on MTV.  Through the interview with creators and models who lead the Harajuku culture, synonym of "Kawaii", the program reveals the present "KAWAii" scene.

Source: Sunstar
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