HAKUHODO Gravity

The Suit Company
20th Anniversary

AOYAMA TRADING CO., LTD.

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.

  • Credit

    CP: YUYA SASAKI/ AE: YASUYUKI KUROHARA, YOKO YASUNAGA/ DP: TAKUYA NAMBA, KAORI YAMAKOSHI/ CD+AD: ATSUSHI ISHIGURO(OUWN INC.)/ D: YUMI IDEI(OUWN INC.)/ TD+ME: MUNECHIKA FUJITA(OUWN INC.)/ C: KOJI NOZAWA(HAKUHODO INC.)/ PR: YUSUKE KUWABARA(SIGNO INC.)/ PH: MITSUAKI MURATA, GEN YOSHIDA/ ST: SO MATSUKAWA(TRON INC.)/ HM: TAKASHI HOSHI(SIGNO INC.)/ CAS:SIGNO INC.

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