HAKUHODO Gravity

SHIPS any, 2020 SS, launch campaign - Hakuhodo Gravity was responsible for creative direction, planning, media planning and execution. We were asked to do the launch communication for SHIPS any, a newly launched brand from SHIPS. Based on the brand concept of "clothes that suit any person, any place, and any time," we developed the brand website featuring "anytime movie," the 24-hour movie banner and "anyone" which introduced a variety of people including celebrities in different categories and staff members and "anywhere," which introduced favorite places, and "any time," which focused on favorite things or products. Through those contents, visiters to the website could enjoy the changes every time they visited the site and get the feeling that it was not a paid media but an owned media itself that talked about the brand. In particular, the "anytime movie - a routine movie that continued to change 24 hours a day" featured the actual family of Naomi Yamaguchi and Seiichi Nagai as models, and showed how they spent their everyday life with SHIPS any, which changed depending on the time visitors watched the site. This interactive movie banner became a symbolic content for the brand.