LAFORET GRAND BAZAR 2017 SUMMER

TitleLAFORET GRAND BAZAR 2017 SUMMER
BrandLAFORET HARAJUKU
Product / ServiceLAFORET HARAJUKU
CategoryG01. Typography
EntrantWIEDEN+KENNEDY TOKYO, JAPAN
Idea Creation WIEDEN+KENNEDY TOKYO, JAPAN

Credits

Name Company Position
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
Miho Noguchi Freelance Narration
Marek Okon Freelance Motion Graphics

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.

Links
Video URL