|Title||LAFORET GRAND BAZAR 2017 SUMMER|
|Product / Service||LAFORET HARAJUKU|
|Entrant||WIEDEN+KENNEDY TOKYO, JAPAN|
|Idea Creation||WIEDEN+KENNEDY TOKYO, JAPAN|
|Tota Hasegawa||Wieden+Kennedy Tokyo||Executive Creative Director|
|Daisuke Asada||Wieden+Kennedy Tokyo||Art Director/ Designer|
|Kosuke Sasaki||Wieden+Kennedy Tokyo||Agency Producer|
|Ai Kawasaki||Wieden+Kennedy Tokyo||Account Supervisor|
|Joaquin Zuluaga||Wieden+Kennedy Tokyo||Digital Production Assistant|
|Yoko Onodera||Wieden+Kennedy Tokyo||Production Manager|
|Baku Hashimoto||INS Studio||Director|
|Hiroto Ise||INS Studio||Producer|
|Kyosuke Ochiai||INS Studio||Production Manager|
|Pasocom Music Club||Pasocom Music Club||Music|
|Marek Okon||Freelance||Motion Graphics|
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.
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.
“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.