KIMONO WEARING THE RAIN

Short List
TitleKIMONO WEARING THE RAIN
ClientTAKASHIMAYA
Product / ServiceNEXT YUKATA CREATION
CategoryB02. Promotional Item Design
EntrantTBWA\HAKUHODO Tokyo, JAPAN
Idea Creation TBWA\HAKUHODO Tokyo, JAPAN
Idea Creation 2 QUANTUM Tokyo, JAPAN
Production HAKUHODO PRODUCT'S Tokyo, JAPAN
Production 2 QUANTUM Tokyo, JAPAN

The Campaign

We redesigned the Japanese traditional costume “Kimono”, with a harmony of latest technology and delicate handcraft. From long ago, the Japanese have enjoyed the subtle differences in rain and given hundreds of names to each type of rain. We recreated characteristics of each rain through actual water droplets on kimono fabric.

Creative Execution

We captured rain data into 2D graphics and visualized them on 3D acrylic boards. After carving the patterns on acrylic plate with laser cutter, thousands of water droplets were put on the tiny grooves by our hands. We photographed and print them gently. Finally the patterns were finished onto very traditional kimono cuts of fabric. They look both traditional and somehow futuristic.

Indication of how successful the outcome was in the market

-The agency not only crafted the Kimonos but also sold them by themselves at kimono stores. -The client sold the Kimono at their 10 department stores in Japan's biggest cities. -Our posters appeared around the stores as OOH and POP that guided users to the floor/store. -The kimono was sold for 550 US dollars a piece. Total sales exceeded amount of 10000 US dollars in the first month. It was unprecedented speed of sales for traditional costuming. -It went viral through Instagram so that orders came from the country side to the shop in Tokyo.

Our mission was to pay heed to the wealth and depth of traditional Japanese culture, while also stimulating the youth demographic, by maintaining a thoroughly modern look and feel. Our design theme was the task of fusing the refinement and delicateness of traditional Japanese beauty with an edgy, futuristic sensibility. We aimed to let Japanese people recognize the delicateness and refinement of their own cultural legacy again with the brand new rain designed on “Kimono”.

Credits

Name Company Position
Kazoo Sato TBWA\HAKUHODO Inc. Chief Creative Ofiicer
Tomoki Harada TBWA\HAKUHODO Inc. Senior Creative Director
Tomoki Harada TBWA\HAKUHODO Inc. Senior Creative Director
Yuki Tokuno TBWA\HAKUHODO Inc. Art Director
Choi Hyewon TBWA\HAKUHODO Inc. Designer
Yuta Enoki TBWA\HAKUHODO Inc. Designer
Kana Takarada TBWA\HAKUHODO Inc. Designer
Nozomi Tanaka QUAMTUM Inc. Account Director
Rosa Uchima QUANTUM Inc. Product Designer
Eunhee John AOI pro. Editor
Hirotaka Fukatsu TBWA\HAKUHODO Inc. Producer
Tsutomu Hirakue TBWA\HAKUHODO Inc. Producer
Masato Midorikawa TBWA\HAKUHODO Inc. Producer
Koji Togoe HAKUHODO PRODUCTS inc. Movie Producer
Yukichi Kamei HAKUHODO PRODUCTS inc. Photographer
Mitsuaki Koshizuka MORE VISION Tokyo Photographer
Satoshi Uchikawa uchikawa office Cinematographer
Shinya Nishikawa Freelance Cinematographer
Kaz Ohata Bic Field inc. Cinematographer
Hitoshi Miyamoto Digimo inc. Retoucher
Taiyo Yamamoto flapper3 Inc. Animation
Thomas Suess audioforce gmbh Executive producer
Erik Reiff audioforce gmbh Music Producer
Chris O'Neill audioforce gmbh Music Composer