Pasha de Cartier
Global Campaign
RICHEMONT JAPAN LIMITED
CARTIER, October 2020, "Pasha de Cartier" global campaign - Hakuhodo Gravity team was in charge of creative direction, planning, strategy and digital planning. The challenge was how to conduct a local adaptation of Pasha de Cartier global campaign and increase the number of LINE friends. We selected ambassadors unique to Japan localization and created campaign contents ulitizing those ambassadors, including artists such as Yojiro Noda of Radwimps and Hiroki Tsuneda of KingGnu, as well as Eliza Ikeda, a model and actress, Senosuke Kataoka, a Kabuki actor, and Ayumu Saito, a modern pentathlete. The creative focused on the graphics of these five people based on Pasha's worldview of black and white, and interviews with each of them about the campaign's theme "Make Your Own Path (those who continue to challenge their own potential)". This campaign contributed greatly to increasing the number of LINE friends, set as KPI of this campaign.
