|Title||YANMAR PREMIUM AGRICULTURAL WEAR|
|Product / Service||YANMAR PREMIUM BRAND PROJECT AGRICULTURAL CLOTHING ONLINE STORE|
|Category||A08. Digital Design|
|Entrant||HAKUHODO I-STUDIO Tokyo, JAPAN|
|Entrant Company||HAKUHODO I-STUDIO Tokyo, JAPAN|
|Advertising Agency||HAKUHODO I-STUDIO Tokyo, JAPAN|
|Advertising Agency 2||HAKUHODO Osaka, JAPAN|
|Kashiwa Sato||SAMURAI||Senior Creative Director|
|Mitsuhiro Koike||HAKUHODO Inc.||Creative Director|
|Yoshihito Kasuya||Art Director|
|Toshihiro Saito||Executive Producer|
|Tooru Shioda||HAKUHODO Inc.||Executive Producer|
|Kota Amano||HAKUHODO I/Studio Inc.||Producer|
|Eri Maeda||HAKUHODO I/Studio Inc.||Assistant Producer|
|Daisuke Oidumi||HAKUHODO I/Studio Inc.||Art Director|
|Eri Hosokawa||HAKUHODO I/Studio Inc.||Designer|
|Tomomi Matobato||HAKUHODO I/Studio Inc.||Copywriter|
|Taku Iwahashi||HAKUHODO I/Studio Inc.||Html Coding|
|Nazuna Sato||HAKUHODO I/Studio Inc.||Programmer|
|Yusuke Sakurai||HAKUHODO I/Studio Inc.||Programmer|
The goal of the project was to bring remarkable changes to Japan's agricultural industry, equipping YANMAR as well as Japanese farmers better to compete with products from all over the world by positioning themselves as a "Premium Brand". The website does not only mention about YANMAR's belief, but also serves as an online storefront where purchase orders are accepted.
Declining food self-sufficiency rate and the participation of Trans-Pacific Partnership (TPP) resulted in challenges prompting Japanese farmers to improve the agricultural industry. While large-scale farm operators asked for new innovations to bring revolutions, YANMAR answered by launching the "YANMAR Premium Brand Project", aiming to "create a new agricultural style".
The online store adopts parallax effect and responsive design techniques that rarely exist on similar sites. Such design provides visitors a rich browsing experience so that they are just like actually fitting, feeling and touching the products, while at the same time help facilitating the PDCA management process. Anticipating increasing number of access from smart devices, extra efforts were spent on user interface design to make customers a great browsing experience regardless what devices they are using.
500 agricultural clothing items sold in 2014/4-5 after the launch of the online store.