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

Global Work aimed to create a brand image that resonates with Japanese consumers. We identified key challenges and developed a strategic brand framework, shaping creative strategies based on local insights.

We rebranded the company and introduced a four-year communication plan, launching the FEEL IT brand anthem campaign. This included an innovative microsite that captured real-time interactive moments, allowing users to engage through customized GIF messages. Our goal was to strengthen consumer connection across a 360° media touchpoint approach.

To deepen engagement, we collaborated with AI, a Japanese R&B/Soul artist, to create the original FEEL IT track inspired by the brand anthem. We also hosted an a cappella competition with a $10,000 prize, where winners starred in the official music video. Additional brand initiatives included a dedicated microsite, in-store POP, exclusive merchandise, and live event sponsorships.

Results: SNS followers grew by 40%, The microsite increased brand awareness, engagement, and sales by 15%, and Opened a flagship store in Shibuya, Tokyo, the Microsite won Gold at Web-Award, FEEL IT track was praised and performed live on NHK TV

Scope of Work: Strategy & Positioning | Copywriting & Scripting | Tone of Voice | Live Event Sponsorship | Music Collaboration | Merchandising | Marketing Collateral | Brand Guidelines | Product & Media Strategy | Art Direction | TVC Campaign | Microsite & Social