Why is this work relevant for Brand Experience & Activation?

To try to open up new industries that have greatly updated the client's traditional fashion business.

Background

We paid attention to the fact that many people started to spend time in the VR space wearing avatars by the spread of VR equipment in recent years. We thought this could be a new area of the fashion industry, and we felt the need to show this possibility in this show.

Describe the creative idea (20% of vote)

We proposed the VR fashion show as a new area of client business. By transmitting fashion in a radical VR world, we have gained a new position in the virtual fashion field where high-end brands do not exist.

Describe the strategy (20% of vote)

We worked with designers from various industries to create virtual fashion. We also opened up the runway to the tens of thousands of people in Japan who are said to enjoy creating and distributing VR avatars on their own. More than 50 avatars selected by lottery performed and gained great attention. In addition, the event was announced with VR celebrities and fashion designers as influencers, and it became an event that involved many people beyond the realm of fashion, animation culture and technology.

Describe the execution (30% of vote)

We set up a 30-meter-long runway in one of Japan's largest event halls.In addition, it was a live installation of VR models parading around in various virtual clothing, with more than 50 LED panels installed in the venue. We also held an open call for VR models on SNS. The project continued to communicate with users for three months.

List the results (30% of vote)

FAVRIC ranked 1st in top trending word on Twitter in Japan and ranked 2nd in Worldwide top Twitter trends. Over 120,000 related tweets were posted. Over 80,000 people viewd the live broadcast. Over 5,000 people mobilized to the event. This event has brought a huge reaction. And after covid 19, it was a case of being one step ahead of the virtual world, which is getting more and more attention.