{"id":73591,"date":"2018-08-08T11:19:22","date_gmt":"2018-08-08T02:19:22","guid":{"rendered":"https:\/\/www.ad-comm.jp\/?post_type=portfolio&#038;p=73591"},"modified":"2023-03-09T19:15:23","modified_gmt":"2023-03-09T10:15:23","slug":"nikon","status":"publish","type":"portfolio","link":"https:\/\/www.ad-comm.jp\/?portfolio=nikon","title":{"rendered":"Nikon"},"content":{"rendered":"<p>[vc_row unlock_row_content=&#8221;yes&#8221; row_height_percent=&#8221;30&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;6&#8243; top_padding=&#8221;4&#8243; bottom_padding=&#8221;4&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;80&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243;][vc_column width=&#8221;1\/1&#8243;][vc_custom_heading text_size=&#8221;fontsize-506190&#8243; text_font=&#8221;font-553617&#8243;]Nikon Lenswear[\/vc_custom_heading][vc_custom_heading heading_semantic=&#8221;h3&#8243; text_size=&#8221;h3&#8243; text_font=&#8221;font-553617&#8243; separator=&#8221;yes&#8221; separator_color=&#8221;yes&#8221;]<em>Transforming a brand &#8211; from commodity to a global luxury positioning.<\/em>[\/vc_custom_heading][vc_row_inner row_inner_height_percent=&#8221;0&#8243; overlay_alpha=&#8221;50&#8243; equal_height=&#8221;yes&#8221; gutter_size=&#8221;0&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243;][vc_column_inner width=&#8221;2\/3&#8243;][vc_custom_heading text_size=&#8221;h3&#8243; text_space=&#8221;fontspace-114873&#8243; text_font=&#8221;font-555555&#8243; text_weight=&#8221;300&#8243; text_transform=&#8221;uppercase&#8221; sub_lead=&#8221;yes&#8221; css_animation=&#8221;left-t-right&#8221;]<span style=\"color: #333333;\">In brief<\/span>[\/vc_custom_heading][vc_column_text]<span style=\"color: #333333;\">As a pioneer in ultra high technology lens, Nikon makes spectacle lenses that offer the best possible vision to every person. However, due to the commoditization of optical lenses, frames take precedence over lenses for most consumers, and Nikon faced challenges attaining leadership amidst a cluttered and often low priced lens market.<\/span><\/p>\n<p><span style=\"color: #333333;\">Ad-comm Group was brought in to develop and execute a comprehensive global branding and communications strategy. We created a &#8220;premium\/luxury lens\u201d positioning and brand identity, and launched a global campaign that created understanding and stirred emotion, moving the brand from commodity to luxury and increasing market share.<\/span>[\/vc_column_text][\/vc_column_inner][vc_column_inner width=&#8221;1\/3&#8243;][vc_empty_space empty_h=&#8221;2&#8243;][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row unlock_row_content=&#8221;yes&#8221; row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;0&#8243; top_padding=&#8221;4&#8243; bottom_padding=&#8221;4&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;80&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243;][vc_column width=&#8221;1\/1&#8243;][vc_single_image media=&#8221;77654&#8243; media_width_percent=&#8221;100&#8243; alignment=&#8221;center&#8221; css_animation=&#8221;bottom-t-top&#8221;][\/vc_column][\/vc_row][vc_row unlock_row_content=&#8221;yes&#8221; row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;0&#8243; top_padding=&#8221;4&#8243; bottom_padding=&#8221;4&#8243; overlay_alpha=&#8221;50&#8243; equal_height=&#8221;yes&#8221; gutter_size=&#8221;0&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243;][vc_column width=&#8221;1\/1&#8243;][vc_row_inner row_inner_height_percent=&#8221;0&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;0&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243;][vc_column_inner width=&#8221;1\/3&#8243;][vc_single_image media=&#8221;74109&#8243; media_width_percent=&#8221;100&#8243; css_animation=&#8221;bottom-t-top&#8221;][\/vc_column_inner][vc_column_inner width=&#8221;1\/3&#8243;][vc_single_image media=&#8221;74110&#8243; media_width_percent=&#8221;100&#8243; css_animation=&#8221;bottom-t-top&#8221; animation_delay=&#8221;400&#8243;][\/vc_column_inner][vc_column_inner width=&#8221;1\/3&#8243;][vc_single_image media=&#8221;74108&#8243; media_width_percent=&#8221;100&#8243; css_animation=&#8221;bottom-t-top&#8221; animation_delay=&#8221;800&#8243;][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row unlock_row_content=&#8221;yes&#8221; row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;0&#8243; top_padding=&#8221;4&#8243; bottom_padding=&#8221;4&#8243; overlay_alpha=&#8221;50&#8243; equal_height=&#8221;yes&#8221; gutter_size=&#8221;0&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243;][vc_column width=&#8221;1\/1&#8243;][vc_row_inner row_inner_height_percent=&#8221;0&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;0&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243;][vc_column_inner width=&#8221;1\/2&#8243;][vc_single_image media=&#8221;73709&#8243; media_width_percent=&#8221;100&#8243; css_animation=&#8221;bottom-t-top&#8221;][\/vc_column_inner][vc_column_inner width=&#8221;1\/2&#8243;][vc_single_image media=&#8221;73710&#8243; media_width_percent=&#8221;100&#8243; css_animation=&#8221;bottom-t-top&#8221; animation_delay=&#8221;400&#8243;][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row unlock_row_content=&#8221;yes&#8221; row_height_percent=&#8221;50&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;6&#8243; top_padding=&#8221;0&#8243; bottom_padding=&#8221;0&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;80&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; row_height_use_pixel=&#8221;&#8221; row_name=&#8221;Design&#8221;][vc_column column_width_use_pixel=&#8221;yes&#8221; position_vertical=&#8221;middle&#8221; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; medium_width=&#8221;0&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; zoom_width=&#8221;0&#8243; zoom_height=&#8221;0&#8243; width=&#8221;1\/1&#8243;][vc_row_inner row_inner_height_percent=&#8221;0&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; row_height_use_pixel=&#8221;&#8221;][vc_column_inner column_width_percent=&#8221;100&#8243; position_horizontal=&#8221;left&#8221; position_vertical=&#8221;middle&#8221; gutter_size=&#8221;2&#8243; overlay_alpha=&#8221;50&#8243; medium_width=&#8221;0&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; zoom_width=&#8221;0&#8243; zoom_height=&#8221;0&#8243; width=&#8221;2\/3&#8243;][vc_custom_heading text_size=&#8221;h3&#8243; text_space=&#8221;fontspace-114873&#8243; text_font=&#8221;font-555555&#8243; text_weight=&#8221;300&#8243; text_transform=&#8221;uppercase&#8221; sub_lead=&#8221;yes&#8221; css_animation=&#8221;left-t-right&#8221;]<span style=\"color: #333333;\">What we did<\/span>[\/vc_custom_heading][vc_column_text]<span style=\"color: #333333;\">Together, our strategy and creative teams developed a brand identity that harnessed and captured the innovative, technological and humanistic elements of Nikon Lenswear.<span class=\"Apple-converted-space\">\u00a0<\/span><\/span><\/p>\n<p><span style=\"color: #333333;\">We expressed this brand identity through the \u201cNikon Visionaries\u201d, a global campaign featuring inspiring individuals with corrective lens needs achieving remarkable successes and notoriety across numerous fields including the arts, sports, business, music and gastronomy.<span class=\"Apple-converted-space\">\u00a0<\/span><\/span><\/p>\n<p><span style=\"color: #333333;\">The campaign was created to be highly adaptable, with locally relevant product and brand focused executional ability, built on an iconic layout grid that ensured consistency and immediate recognition of the campaign. Global buy-in to the campaign was ensured through the selection of locally impactful visionaries for each market; we traveled across continents finding, getting to know and filming our global Visionaries, creating stunning moving and still images and assets that were used digitally, in print and at point of sale.<\/span><\/p>\n<p><span style=\"color: #333333;\">The brand identity and its expression established Nikon as a global premium spectacle lens brand; we changed consumer mindset relative to spectacle lens selection, and made Nikon Lenswear highly relevant to an affluent audience that previously considered the frame but not the lens.<\/span>[\/vc_column_text][\/vc_column_inner][vc_column_inner width=&#8221;1\/3&#8243;][vc_empty_space empty_h=&#8221;2&#8243;][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row unlock_row_content=&#8221;yes&#8221; row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;0&#8243; top_padding=&#8221;4&#8243; bottom_padding=&#8221;4&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;80&#8243; medium_visibility=&#8221;yes&#8221; mobile_visibility=&#8221;yes&#8221; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243;][vc_column width=&#8221;1\/1&#8243;][vc_single_image media=&#8221;73708&#8243; media_width_percent=&#8221;100&#8243; css_animation=&#8221;bottom-t-top&#8221;][\/vc_column][\/vc_row][vc_row unlock_row_content=&#8221;yes&#8221; row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;0&#8243; top_padding=&#8221;0&#8243; bottom_padding=&#8221;0&#8243; overlay_alpha=&#8221;50&#8243; equal_height=&#8221;yes&#8221; gutter_size=&#8221;0&#8243; column_width_percent=&#8221;100&#8243; desktop_visibility=&#8221;yes&#8221; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; css=&#8221;.vc_custom_1539675794741{margin-top: 0px !important;margin-bottom: 0px !important;border-top-width: 0px !important;border-bottom-width: 0px !important;padding-top: 0px !important;padding-bottom: 0px !important;}&#8221;][vc_column column_width_percent=&#8221;100&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; width=&#8221;1\/1&#8243;][vc_row_inner row_inner_height_percent=&#8221;0&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;0&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243;][vc_column_inner column_width_percent=&#8221;100&#8243; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; width=&#8221;1\/1&#8243;][vc_single_image media=&#8221;73708&#8243; media_width_percent=&#8221;100&#8243; css_animation=&#8221;bottom-t-top&#8221;][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row unlock_row_content=&#8221;yes&#8221; row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;0&#8243; top_padding=&#8221;4&#8243; bottom_padding=&#8221;4&#8243; overlay_alpha=&#8221;50&#8243; equal_height=&#8221;yes&#8221; gutter_size=&#8221;0&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243;][vc_column width=&#8221;1\/1&#8243;][vc_row_inner row_inner_height_percent=&#8221;0&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;0&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243;][vc_column_inner width=&#8221;1\/6&#8243;][vc_single_image media=&#8221;75074&#8243; media_width_percent=&#8221;100&#8243; css_animation=&#8221;bottom-t-top&#8221;][\/vc_column_inner][vc_column_inner width=&#8221;1\/6&#8243;][vc_single_image media=&#8221;75075&#8243; media_width_percent=&#8221;100&#8243; css_animation=&#8221;bottom-t-top&#8221; animation_delay=&#8221;200&#8243;][\/vc_column_inner][vc_column_inner width=&#8221;1\/6&#8243;][vc_single_image media=&#8221;75076&#8243; media_width_percent=&#8221;100&#8243; css_animation=&#8221;bottom-t-top&#8221; animation_delay=&#8221;400&#8243;][\/vc_column_inner][vc_column_inner width=&#8221;1\/6&#8243;][vc_single_image media=&#8221;75073&#8243; media_width_percent=&#8221;100&#8243; css_animation=&#8221;bottom-t-top&#8221; animation_delay=&#8221;600&#8243;][\/vc_column_inner][vc_column_inner width=&#8221;1\/6&#8243;][vc_single_image media=&#8221;75078&#8243; media_width_percent=&#8221;100&#8243; css_animation=&#8221;bottom-t-top&#8221; animation_delay=&#8221;800&#8243;][\/vc_column_inner][vc_column_inner width=&#8221;1\/6&#8243;][vc_single_image media=&#8221;75077&#8243; media_width_percent=&#8221;100&#8243; css_animation=&#8221;bottom-t-top&#8221; animation_delay=&#8221;1000&#8243;][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row unlock_row_content=&#8221;yes&#8221; row_height_percent=&#8221;0&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243;][vc_column width=&#8221;1\/3&#8243;][vc_single_image media=&#8221;74824&#8243; media_width_percent=&#8221;100&#8243; css_animation=&#8221;bottom-t-top&#8221;][\/vc_column][vc_column width=&#8221;1\/3&#8243;][vc_single_image media=&#8221;74822&#8243; media_width_percent=&#8221;100&#8243; css_animation=&#8221;bottom-t-top&#8221; animation_delay=&#8221;400&#8243;][\/vc_column][vc_column width=&#8221;1\/3&#8243;][vc_single_image media=&#8221;74823&#8243; media_width_percent=&#8221;100&#8243; css_animation=&#8221;bottom-t-top&#8221; animation_delay=&#8221;800&#8243;][\/vc_column][\/vc_row]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>[vc_row unlock_row_content=&#8221;yes&#8221; row_height_percent=&#8221;30&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;6&#8243; top_padding=&#8221;4&#8243; bottom_padding=&#8221;4&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;80&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243;][vc_column width=&#8221;1\/1&#8243;][vc_custom_heading text_size=&#8221;fontsize-506190&#8243; text_font=&#8221;font-553617&#8243;]Nikon Lenswear[\/vc_custom_heading][vc_custom_heading heading_semantic=&#8221;h3&#8243; text_size=&#8221;h3&#8243; text_font=&#8221;font-553617&#8243; separator=&#8221;yes&#8221; [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":74113,"parent":0,"menu_order":0,"comment_status":"open","ping_status":"open","template":"","meta":{"footnotes":""},"class_list":["post-73591","portfolio","type-portfolio","status-publish","has-post-thumbnail","hentry"],"_links":{"self":[{"href":"https:\/\/www.ad-comm.jp\/index.php?rest_route=\/wp\/v2\/portfolio\/73591","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ad-comm.jp\/index.php?rest_route=\/wp\/v2\/portfolio"}],"about":[{"href":"https:\/\/www.ad-comm.jp\/index.php?rest_route=\/wp\/v2\/types\/portfolio"}],"author":[{"embeddable":true,"href":"https:\/\/www.ad-comm.jp\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ad-comm.jp\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=73591"}],"version-history":[{"count":51,"href":"https:\/\/www.ad-comm.jp\/index.php?rest_route=\/wp\/v2\/portfolio\/73591\/revisions"}],"predecessor-version":[{"id":77655,"href":"https:\/\/www.ad-comm.jp\/index.php?rest_route=\/wp\/v2\/portfolio\/73591\/revisions\/77655"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ad-comm.jp\/index.php?rest_route=\/wp\/v2\/media\/74113"}],"wp:attachment":[{"href":"https:\/\/www.ad-comm.jp\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=73591"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}