Background

The event is organized by “Yokohama DeNA Baystars”, a professional baseball franchise based in Yokohama, Japan. We carried out a campaign that distributed the special uniforms for the events to enhance a sense of unity among the fans to make it a special event. YOKOHAMA GIRLS FESTIVAL is an event where uniforms are handed out specially for female spectators to wear, while other various programs are held for them as well.

Describe the creative idea (40% of vote)

To attract customers and to acquire new fans and especially female fans, we distributed free uniforms not only served as an appealing promotion for stadium spectators, but it also helped to make people visit the stadium more casually by wearing the uniform on regular match days as well. The annually distributed uniforms can become a collector’s item, which will make people visit the following year to get the new uniform.

Describe the execution (40% of vote)

In designing Yokohama Girls Festival special uniform, we incorporated paint pattern, a globally trending pattern featured by various brand in 2019SS collections. Based on a marketing-oriented design concept, it targets fashion-minded women instead of designing for women in general. The paint pattern depicts waves – pale blue waves being overlapped with darker blue waves. It identifies Yokohama as a seaport and, at the same time, pays tribute to all women who strive every day to remain in smile tomorrow through constant self-updating.

List the results (20% of vote)

The stadium occupancy of the Girls Festival was around 90% for the first year, however tickets were sold out for 2018 and the occupancy reached near 100%, making it also a highly successful event. The uniform is also worn by the staff at the tourist information center of Yokohama City. It has become a highly familiar event among the people of Yokohama that enlivens the spirit of the city.