Wunderman Thompson: Kameyama’s Incense of Memories

Man with incense sticks

Wunderman Thompson: Kameyama’s Incense of Memories

Transforming Japanese traditions with innovative product design

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Incense sticks have been a staple of Japanese tradition since the Edo period, used to pay respect to loved ones who have passed. But in 400 years, incense sticks have not changed.

Wunderman Thompson partnered with Kameyama, the oldest incense brand in Japan, to update the traditional practice of paying respects to the deceased. The challenge was to provide a more personal and meaningful way for people to remember their loved ones.

Together, they developed the "Incense of Memories", a new form of incense that gives shape to the favourite things of loved ones, including hobbies like surfing, reading, hiking or golfing. The new product allows people to feel the vivid presence of those they love as they pay their respects from their own home or at the grave.

The prototype was unveiled in 2020, generating nationwide buzz in the news and on social media. The product was pre-launched in September 2021, generating 10x more orders than the production volume. In August 2022, the product officially became available in-store and online nationwide and became the number one product on Amazon in Japan.

The campaign has been widely recognised in the industry, winning a number of awards including a Bronze ADFEST 2023 in the Media Lotus category respectively, a Bronze Spikes Asia 2023 in the Industry Craft category and a Bronze 2022 Epica Award in the Direct Marketing category.