Global Work is a fashion retail brand that always strives to balance fashion and function by creating clothing that ensures comfort, style, and quality in a way that is just right for your daily life. In the following second year, we continue to create strategic brand positioning that summarizes the essence and ambition of Global Work "Let's wear the comfort”. And to make consumers' bonding experience and for deep understanding, we continue to strengthen the function end benefit and elevate the brand essence.

We created the original track “FEEL IT” with AI, a Japanese R&B/ SOUL artist inspired by the brand anthem for a deeper understanding of the brand message. Held an A-Capella competition with a $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 – As hoped, the aims of the campaign have been realized: turning a consumer into participation, the brand on SNS followers increased by (40%), The microsite successfully raised awareness and creating compelling moments throughout the process from search items to engagement, interaction experience and the sales increase (15%), 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 in addition, GW's able to open their first flagship store in Shibuya at the heart of fashion thanks to our successful campaigns and brand strategy.

What we did: Strategy & Positioning, Copywriting & Scripting, Tone of Voice, Music Collaboration, Product Strategy, TVC Campaign, Art Direction, Marketing Collateral, Website & Social