As a synonym for luxury, the French maison S.T. Dupont has carried on creativity, uncompromising quality, and unique craftsmanship for over 150 years. With a history of being cherished by royalty and celebrities, it remains beloved by many public figures today. To convey the charm of S.T. Dupont’s leather goods and writing instruments, Roseau Pensant produced a brand movie and photos featuring model Makiko Takizawa, designed the campaign website, and implemented an in-store event featuring Takashi Sakurai and KREVA. Under the concept "S.T. Dupont meets MAKIKO TAKIZAWA," we communicated the renewed allure of S.T. Dupont.

The brand movie was released in two parts: the first in July, themed "Innovation," and the second in October, themed "Tradition." The first part was created by linking S.T. Dupont’s ongoing innovation while honoring its heritage, with Ms. Makiko Takizawa’s bold spirit—starting her modeling career at age 30 while rooted in family life. The setting chosen was a traditional Japanese room at Hoshinoya Tokyo, which conveys both heritage and modernity. The overall movie expresses both tradition and innovation, with many scenes showing Ms. Takizawa walking—visually emphasizing the shared spirit of continuous evolution between S.T. Dupont and Ms. Takizawa.

In the second part, we expressed S.T. Dupont's brand identity of maintaining quality and never compromising, to deliver something special to a special person, by aligning it with the dignity of Ms. Takizawa, who continuously strives to be the "woman of admiration" through her hard work. While expressing traditional and timeless beauty, we chose the classic location of 'Scott Hall' for the shoot to evoke the idea of its use in a party scene. Additionally, like in the first part, we included many scenes of Ms. Takizawa walking to express the attitude of “constantly pursuing uniqueness through one's individuality, not just universal beauty.” Both parts were shot simultaneously as brand movies and photos, ensuring a unified creative vision.

In the design of the campaign site, we placed a section at the top of the page showcasing the photographic creative through a slider to express freshness, thereby emphasizing the desired worldview. The content is structured in a way that starts with a section highlighting featured items, followed by a section on the visit strategy of Mr. Sakurai and KREVA, and a section on the Maison, providing a convincing flow.

Campaign Site:https://jp.st-dupont.com/pages/2407campaign
S.T.Dupont Official YouTube Channel:https://www.youtube.com/channel/UClQIIPkNAipPVpQXHC7ZK_w