This week, to coincide with Copywriter’s Day on 28 January, we’re introducing you to some of copywriters and copy that have had a lasting impression on us. First up is Hashizume!

At Candlewick, we often work with copywriters to develop our brand messages. We’ve worked with copywriter Hisashi Ikujima on a number of brands. Ms. Ikujima also produced the copy for “Cubetto” @primotoysjapan, a programming toy for kids from 3 years old that we offer at Candlewick.

“What you learn through play, you don’t forget when you grow up.“

She listens carefully to our thoughts and ideas and presents us with simple, clear copy that communicates what we want to say and what the target audience wants to hear.
When it comes to our clients’ branding, we focus on the key points of communication and deliver them to the target audience in a concise manner. However, when it comes to Candlewick’s own personal brand, we find it difficult to cut down on what we want to say and as a result, the focal point is unclear. There is nothing quite like the feeling of having your beauty polished by a professional.

Ms. Ikujima is also responsible for the copywriting of Seiyu’s #shopping-for-somebody project, which won the Good Design Award last year.

Next, Suzuki would like to introduce a piece of copy she’s a fan of, rather than an individual copywriter.

Last year, CHANEL celebrated its iconic fragrance N°5, which has been enchanting women all over the world for 100 years. So, there was a look into the various catchcopies over time.

“Madame Gabrielle Chanel. An artist in living”
Harper’s Bazaar US ad featuring Mademoiselle Chanel herself, 1937

If it had not been for Madame Gabrielle, “would women have been so free?” Madame Gabrielle was a designer but also an innovator. This copy shows herself as universal symbol and as an aspirational figure for women.

What are the words that resonate with you today? It’s fun to think about why this copy is resonated with so many.

This week, we’re showing some of memorable copywriters and copy, chosen by Candlewick members. Last but not least, from Ishii!

Seven years ago, when we were in charge of PR for a tourism bureau in a southern island country, we came up with the concept of “Revalue Yourself,” which is intended to be a place where you can meet new people while traveling as if you were living there. Based on the concept, we worked with a copywriter to come up with a catchphrase that would maximize the appeal of this destination. The simple, yet imaginative words are the result of a lot of thought and consideration.

“An island to forget everything, an island to fulfill everything.”
“The most azure sea anywhere, the most azure sky anywhere.”