Believe only what moves your heart. Believe only in the clothes that move your heart.

Global Work wanted to build a differentiated brand image that Japanese consumers can relate to. We identified the brand challenges and determined the brand territories, creative strategies, and ideas based on the local consumer insights.

We rebranded and developed a four-year brand communication plan and came up with a “FEEL IT” brand anthem campaign and we introduced an unconventional way to navigate online brand storytelling; through the microsite of “Feel it” moments captured in the real-time interactive that allows viewers to seamlessly dip in and out of the experience and send gif image with a customized message which we wanted the consumer to feel closer to the brand through 360° touchpoint across all media.

In addition to we created the original track “FEEL IT” with AI, a Japanese R&B/ SOUL artist, which is inspired by the brand anthem for a deeper understanding of the brand message. Held A-Capella competition with $10,000 USD prize and the winners participated in the original music video with the artist. We also launched the microsite for further engagement, In-store POP, limited original merchandising and live event sponsorship.

The results were the brand on SNS followers was increased by (40%), the microsite successfully raised awareness and creating compelling moments throughout the process from search item to engagement, interaction experience and the sales increase (15%), also we open a flagship store in Shibuya at the heart of fashion. The microsite design received an award for Gold prize from (Web-Award) and the music highly praised and show interest and the track was live performed on the NHK TV show.

What we did: Strategy & Positioning, Copywriting & Scripting, Tone of Voice, Live Event Sponsorship, Music Collaboration, Merchandising Marketing Collateral, Brand Guidelines, Product Strategy, Media Strategy, Art Direction, TVC Campaign and Microsite & Social