GATSBY PERFECT SKIN LOTION is a men’s skincare product. There is a perception in Japan that skincare is something only women do, so even if a straightforward campaign were carried out, men would think the message doesn’t apply to them.

In that context GATSBY released a web video about “photo filter apps,” a relatable theme among our target demographic of men in their 20’s. We coined the phrase “non-consensual filtered photo sharing” to describe the phenomenon of having photo filters applied to your face and shared without your knowledge and wrote a humorous song in which victims of this phenomenon lament their embarrassment at being made fools of. The video features ultra-famous comedian Cha Kato, who became the posterboy of this phenomenon when his much younger wife posted a heavily-filtered photo of him. The photo has become a popular meme in Japan.

A group of men are gathered at a meeting spot. These men are all victims of non-consensual photo filtering. One after the other, men with peculiar faces come on stage and sing about how they themselves became victims. With sad, but loud, voices, they continue to sing a song and at the end they call for people to also look at their real faces. Because yes, some men also take care of their skin and have “skin they want others to see.”