THE SUIT COMPANY_0kcal
Shirt Series Tvcm
THE SUIT COMPANY, 2020 SS, "Okcal SHIRT SERIES Launch"campaign - Hakuhodo Gravity team was in charge of the creative direction, planning, media buying, and production of the 15-second TV commercial for the "Remote Meeting" episode. The non-ironing shirts have unique functions, such as shape memory, and do not need to be ironed, and do not feel tight, transparent, or sticky. The challenge was how to increase recognition and sales of this shirt brand throug unique communication. The name was changed to "Okcal SHIRT" to differentiate it from other competitor products. Due to the spread of the new coronavirus, more businessmen were holding remote meetings at home, and many of them may have felt uncomfortable wearing underwear or too casual clothes during video conferences. Based on this insight, we broadcasted TV commercial to appeal to a wide range of businessmen that they can actually reduce stress as much as possible for both themselves and others by simply changing into a shirt. In tihs COVID-19 situation, the almost entire process from planning, meeting, shooting, editing, sound recording, and delivery was done remotely, speeding up the production process from the initial planning to delivery in about just two weeks. For the performance and direction, we used the members of "No Meats," a remote theater group who became a hot topic on Twitter etc and fully leveraged their knowledge of remote filming.