Title | CRUISING JEANS |
Brand | KAIHARA DENIM |
Product / Service | ORIGINAL JEANS |
Category | D02. Use of Ambient Outdoor |
Entrant | HAKUHODO INC. Tokyo, JAPAN |
Idea Creation | HAKUHODO INC. Tokyo, JAPAN |
Idea Creation 2 | TBWA\HAKUHODO Tokyo, JAPAN |
PR | HAKUHODO INC. Tokyo, JAPAN |
Production | AOI PRO. INC. Osaki, Tokyo, JAPAN |
Production 2 | HAKUHODO PRODUCT'S Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Takeshi Ogasahara | HAKUHODO | Copywriter |
Takao Yanagi | HAKUHODO DY MEDIA PARTNERS | Creative producer |
Yuki Tokuno | TBWA\HAKUHODO | Head of art |
Hyewon Choi | TBWA\HAKUHODO | Designer |
Yuta Enoki | TBWA\HAKUHODO | Designer |
Kana Takarada | TBWA\HAKUHODO | Designer |
Takeshi Fukui | HAKUHODO | Promotion Planner |
Itaru Shibamura | AOI pro. | Producer |
Ryo Ota | AOI pro. | Director |
Daisuke Takahashi | Freelance | Director of Photography |
Takanobu Tsushima | Freelance | Editor |
Koji Togoe | HAKUHODO PRODUCT’S | Producer |
Yasuko Furukawa | HAKUHODO PRODUCT’S | Photographer |
Tomomi Okuda | HAKUHODO PRODUCT’S | Retoucher |
Ryutaro Kihara | HAKUHODO | PR Director |
Takahiro Miura | GO inc. | PR/Creative Director |
Taichi Sugiyama | OZMA PR | PR Planner |
Arata Hiyajo | Quark tokyo | Web director |
BACKGROUND The fashion industry is fiercely competitive on a global scale. Consumers continue to demand higher quality at cheaper prices, and this trend shows no signs of waning. A local denim manufacturer, KAIHARA, was also a participant of this competition. IDEA Cruising Jeans -the world’s first denim washed by sea breeze.- We made a “flagship” of a denim fabric manufacturer. Exposing the denim to sea breeze, not only does it create damages, but the substances contained in sea breezes allows the denim to maintain its color longer. RESULT - We created a precedent of the fabric itself becoming a brand, without having to solely rely on a designers’ name. - A precedent and advocation of “slow fashion” was created in a world dominated by fast fashion. - New business possibilities were conveyed (eg. using denim as flooring materials etc…) - The cruise was featured in numerous media.