HAKUHODO Gravity

THE SUIT COMPANY, 2019 FW, 20th Anniversary Declaration Ad "It's the Suit Company's fault that suits have become boring clothes" campaign - Hakuhodo Gravity team was responsible for planning, media buying, and execution. As THE SUIT COMPANY celebrated its 20th anniversary in November 2020, the company asked us to develop a declaration advertisement to show thankfulness to its customers and motivate employees about a year in advance. We thought it should not be a mere anniversary ad to thank customers, but should be a direction that would show the future of the suit industry for the next 20 years, as THE SUIT COMPANY was an innovative brand (with two-price suits) that fundamentally changed the suit industry 20 years ago. The radical and cool image derived from that milestone fact. The campaign goal was to communicate such a brand image and feeling to suit wearers and employees once again. In addition to creative development, we conducted an integrated communication including 15-column advertisement in the morning edition of the Nikkei Shimbun, OOH, an anniversary website and online AD. As a result, this campaign acquired a flurry of positive feedbacks on SNS.