W+K Tokyo

Nurturing Hands

In our fourth year of working with the Oronine brand, we tried to reach new users while staying close to existing fans. Our new target was young women who recently became mothers.

The story is told through the hands of a woman. The nervous hands first cautiously reach out to a baby to lift her up. The hands are hesitant as they try to bathe her and change her diaper. But soon the mother’s life becomes very busy. As the baby grows day by day, the mother also becomes more skillful and confident. The mother waves to her daughter who heads out on her way to elementary school. She takes a break to rub Oronine onto her hands.
This commercial places a spotlight onto the experience of a mother’s hands. She grows more confident as her hands handle many daily tasks while raising her child.




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