Tokyo Monochrome
FES Watch U, June 2017, "TOKYO MONOCHROME" campaign - Hakuhodo Gravity team was in charge of creative direction, planning, strategy, media buying, project management, and art direction. The challenge was how to communicate a unique product, a watch with a changeable pattern in a visible way to develop sales channels other than the existing consumer electronics mass retailers. We designed a highly sophisticated campaign to develop new sales channels including select stores and to create a sense that it was cool to enjoy changing the patterns of watches. As a result of this campaign, we succeeded in developing new sales channels in the fashion industry. The campaign was also exposed to a number of fashion media with whom the client normally had no contact.
