The line brings us closer, the circle offering comfort and trust in your true feelings. There’s no other “you” in the world. Embrace simplicity. Feel the freedom beyond borders.

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 first year, we continue to create strategic brand positioning that summarizes the essence and ambition of Global Work "The freedom beyond borders”. And to make consumers' bonding experience what the brand stands for by continuing to strengthen the function end benefit and to elevate the brand essence.

In the second season, we identified brand challenges and determined the brand territories, creative strategies, and ideas based on the local consumer insights. to be part of the consumers’ conversation, we continue to collaborate with [ALEXANDROS], an upcoming Japanese ROCK-POP artist who created an original track “FEEL LIKE” inspired by the new brand tagline “FEEL IT” which elevates the brand to encourage consumers to follow their own instinct. The aim was also to raise awareness, and engagement through participation in the brand among the target audience by bringing the brand message “What you feel is more real” to activate across all the touchpoints. In addition to TVCM, we launched the original track, made the video, in-store magazine and merchandising, etc.

The results were still the highest among key fashion brand competitors this season, brand awareness was also increased (Approx. 40%) and all of the attributes were well taken in, especially the featured item, sales continue to increase by (30%) in addition to the TVCM, YouTube and SNS around 10.5M total views.

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