‘High School Girl’ from Japan’s Shiseido Named Best Film at NY Festival Ad Awards

Japanese Schoolgirls Shiseido Makeup
Watts of Tokyo's "High School Girl?"

New York Festivals International Advertising Awards competition has announced the 2016 award-winners. This year marks the first time in the six year history of New York Festivals Executive Jury that two outstanding entries were selected unanimously to receive the coveted Best of Show Award.

Asia Pacific agencies Y&R New Zealand and Watts of Tokyo Ltd. each scored a coveted Best of Show Award. Watts of Tokyo Ltd was in the spotlight earning the Best of Show Award for “High School Girl?” for client Shiseido’s Products.

“The award-winning film campaign portrays beauty, which is an idea common to all humanity regardless of genders and provided triggers for individuals and for society to rethink their idea of beauty,” the festival said in a release.


“We would like to thank you for Show Yanagisawa, Jin Ohashi, and of course the School ‘Girls’ for their amazing patience to strike a pose and stand-still in a 7-hour-long shoot,” said Masato Kosukegawa, Creative Director, Shiseido.

“I hope that many who watched it will feel happy by the concept of the film: “Everyone can be pretty.”


Here are the 2016 Executive Jury Grand Prize Awards:

ACTIVATION & ENGAGEMENT: Colenso BBDO/Proximity, New Zealand, “Brewtroleum” for DB Breweries, DB Export.
AVANT GARDE: Y&R New Zealand, “McWhopper” for Burger King Corporation.
BRANDED CONTENT/BRANDED ENTERTAINMENT: Forsman & Bodenfors, Sweden “Look Who’s Driving” for Volvo Trucks.
CREATIVE MARKETING & EFFECTIVENESS: Proximity Madrid, Spain “#NoMoreEvictions” for Plataforma de Afectados por la Hipoteca (PAH).
DESIGN: Impact BBDO Dubai, United Arab Emirates “The Tribal Rapport Field Guide” for Mercedes-Benz / G-Class.
DIGITAL: BETC, France for “The Interactive Form” for CANAL+.
FILM: Watts of Tokyo Inc, Japan for “High School Girl?” for Shiseido’s Products (Majolica Majorca/Integrate).
FILM CRAFT: Quad Productions Quad Group, France “Shockwave” for Road Circulation Security Delegation.
INTEGRATED: Venables Bell & Partners, USA “#OptOutside” for REI.
MEDIA: DDB, Spain “Holograms for Freedom” for No somos delito (We are not crime).
MOBILE: McCann, France “Makeup Genius” for L’Oreal.
OUTDOOR: McCann London, United Kingdom “Survival Billboard” for Microsoft.
PACKAGE DESIGN: Publicis Colombia “Funtastic Hand” for CIREC Foundaion.
PUBLIC & MEDIA RELATIONS: Fred & Farid, France “#Notcomingsoon” for Remy Cointreau/Louis XIII.
PSA: Schjærven Reklamebyråm, Norway “#DearDaddy: for CARE Norway.

Here is the “making of” film for “High School Girl?”