HAKUHODO Gravity

JINS, August 2020, JINS STYLE "Now, what kind of me shall I be? campaign - Hakuhodo Gravity team was in charge of creative direction, copywriting, planning, strategy, media buying, and digital planning. The challenge was how to reach out to the female target audience in their late teens, with whom JINS had not yet built the strong relationships. In order to feature the product line of "JINS STYLE," eight types of eyewear that can be selected based on the style you want to be. We defined "style" as the total coordination of not only eyeglasses but also clothes, and proposed eight styles for each target in cooperation with ZOZOTOWN. Additionally, we prepared a special website which allows target people to purchase those coordinated stypes including clothes. Also, we developed the catch copy "Now, what kind of me am I going to be?" for teenage girls to give the message that choosing the right eyewear is the entrance of your aspired future self.