HAKUHODO Gravity

Lourdes, 2020 SS, "Lourdes EMS Challenge" campaign. Hakuhodo Gravity team was in charge of planning and PR. The challenge was how to promote the adoption of EMS sheets at home in the midst of the Corona disaster. In order to stimulate the need for "fun and easy exercise during home time using EMS sheets!" a variety of celebrities and comedians, such as Ringo-chan and MANAMI appeared on stage to create videos of home exercise using EMS sheets while showing impersonations, applying makeup, playing games, and so on. The challenge was set to carry out a campaign in the form of a baton relay, one person per day for one week, accompanied by the original song "One Week." The entire video was filmed remotely using smartphones, and the final video was posted on each participant's Instagram account to pass the baton. A large number of views was achieved on each performer's Instagram account. Also, followers responded with many likes and comments, leading to the expansion of product recognition.