In Japan, women are responsible for giving Valentine’s Day gifts to the men in their lives, from husbands and lovers to male bosses and colleagues. And chocolate is the gift of choice.
Modern women increasingly find these traditions stressful and superficial, but feel compelled by social pressure to participate. For Valentine’s Day 2018, we wanted to give women permission to turn tradition on its head by treating themselves and their friends first.
Director — Charlotte Wales, Mini Title
Director of Photography — Jeremy Valender
Model — Emi Matsushima, Ipsilon
Model — Chloé, FLOS
Model — Ai Uchiyama
Production Designer — Rika Nakanishi, Dattner Dispoto & Associates
Stylist — Shotaro Yamaguchi, Eight Peace
Hair — Akitsune Takemura, Shizen
Makeup — Naomi Nishida, KiKi inc.
Editor — Chrissy Rabe, Gloss VFX
Colorist — Sean Rosa, Gloss VFX
Composer — Andrew McDonnell
Sound Design & Mix — Digital Arts
Creative Partner — Morihiro Harano, Mori Inc.
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Financial Times — Bittersweet Campaign to Liberate Japan’s Office Workers
Forbes — Why Godiva Japan Took Out a Full Page Ad Asking People Not to Buy Valentine's Day Chocolate
The Times — Valentine’s Day Chocolates a Bitter Burden for Working Women in Japan
Japan Times — Godiva’s Dig at Obligatory Valentine’s Chocolates Stirs Debate in Japan
Japan Today — Godiva Runs Full-Page Ad Asking Japanese Women to Stop Buying So Much Valentine’s Chocolate
Japan Trends — Should People in Japan Stop Buying Chocolate on Valentine’s Day out of a Sense of Obligation?
Times Now — Valentine's Day Chocolates Stir Debate in Japan
AdAge — Godiva Rebelled Against Tradition
Campaign — Godiva Challenges the Soullessness of Valentine's Day in Japan