我慢の限界Limit of Patience

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PHOTOGRAPHER 高橋 潤 JUN TAKAHASHI

1964: Born in Tokyo

1987: Graduated from the Department of Photography at Nihon University College of Art;
joined Hakuhodo to work in the production engineering office's photography department
(currently Hakuhodo Product's)

I’ve been feeling worn out lately.
When I get home, my son is waiting for me
who is at a rebellious age.
Gas is getting cheaper, but pork is getting more expensive.
Shoulder pain? Stiff shoulder?
For some reason I can’t lift up my right arm.
There’s a glut of supermarkets in my neighborhood, so the one I liked closed the shutters.
My body temperature is so different from the rest of my family that they turn on the heater when I’m not even cold.
Increasing houses intensify commuters’ fight
to get a seat on the train recently.
No matter how much I wash the car,
there’s always bird dropping.
My daughter is fashion-conscious now,
so she pesters me for her new clothes.
At such time,
I turn around, and there is the Paw Pad Button.
Mmm... Maybe I’ll give it a push...

ART DIRECTOR 前山 佳代 KAYO MAEYAMA

1983: Born in Tokushima

2008: Earned a graduate degree from Kanazawa College of Art; joined Hakuhodo

PRIZE :

  • Busan International Advertising Award, Award for Merit. D&AD Award in Book.
    Cannes Lions, Shortlist. Advertising Contest for Consumers, Gold.
    Newspaper Advertising Prize, Award for Excellence. Code Award, Best Effective.

In the life, we all need to relieve stress.
The more you try and work hard,
your body tightens up and you forget
about taking deep breaths.
At such time, please remember,
The most beautiful,
The most surreal existence,
Yes, “paw pads”.
Paw pads transcend far beyond our rational minds. We cannot stop ourselves anymore.
Their mere existence is an “affordance” for stress-relieving healing.
Busy, working hard again today?
Why don’t you try surrendering yourself to the lure of the paw pads?

STAFF LIST

  • P: Jun Takahashi
  • AD: Kayo Maeyama
  • Ret: Shuji Kakinuma
  • Pr : Junko Kawaoka
  • Cat Model: BENJAMIN
  • Cas: Shinjiro Hagiwara(Pet Style)
  • Art: Satoshi Fukuda(Office Planar) Hiroshi Sakamoto(Solid Design)

JUN TAKAHASHI

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KAYO MAEYAMA