Creative Execution

We casted the Stormtrooper – the world’s most generic, mass-produced character - as the driving force behind our "Dare to be Different" concept. Serving as a metaphor of the conformist Japanese driver, the campaign depicts the Stormtrooper’s life-changing encounter with the JUKE, inspiring it to break away from conventional rules, painting themselves from the traditional white armor to bright red armors, expressing their individuality.

The campaign was covered in multiple media outlets, such as Variety, Gadget Review, Adverblog, and numerous domestic news channels. Key Results: 1,720,000 catalog site visits. 11% sales increase without any model updates. The JUKE not only inspired Stormtroopers, but also instilled a “be unique” mentality into the Japanese mindset.

The JUKE’s unique design has been highly praised since its launch. Yet, many people regard it as being TOO cool, causing potential owners to shy away from the JUKE. Japanese drivers instead tend to go for the modest and generic models. To spark an exciting change in their attitude, we came up with the concept of “Dare to be Different,” which highlights our innate desire to be different and unique. Our challenge was to increase awareness of the JUKE, not only targeting car enthusiasts, but also by appealing to a broader audience – even those who didn’t have any interest in cars. In this web series of 3 online movies, we portrayed the Japanese mindset in a comedic yet dramatic way, playing off the target insight that people have an inner desire to purposely make certain choices in order to be different and standout.