The Campaign

Japanese youth are some of the heaviest mobile users in the world. With this in mind, we created a campaign around “impatient typos”; an unfortunate byproduct of trying to quickly message friends about the sale while excited.

Creative Execution

We created bright, colourful executions which we knew would grab attention across digital platforms and used them to create a whole suite of assets, including TVC, 18m high OOH and in-store display. In the film, pop-up windows of misspelled - “LAFORET GRAND BAZAR” spread out to fill the screen. The excitement builds and expands, spreading the “impatient typo” and elevating Tokyo-wide buzz towards Grand Bazar to its highest.

Indication of how successful the outcome was in the market

“Impatient typos” clearly tells people how much the person was excited and didn’t care the typo but wanted to share the information immediately. Many people got this instantly and when the visual was posted on Laforet SNS, and they talked and shared about this very provocative visual.