The Suit Company
Office Casual Campaign
THE SUIT COMPANY, 2020 AW, "Office Casualization Begins" campaign. Hakuhodo Gravity team was in charge of creative direction, planning, and media buying. The challenge was how to stop the shift away from suits, which was accelerated by the Corona disaster, while raising awareness of the new concept of office casual wear and breaking away from the suit image of the brand. The new logo "THE SUIT AND CASUAL COMPANY" was developed and integrated into TV commercials, DIGITAL AD, sales promotion, and in-store production. The logo was illustrated by Ken Kagami, a contemporary artist, and the main cast featured Aryu Kubozuka in his first starring role in a commercial, creating a campaign that changed the conventional sense of value. The campaign attracted a huge reaction from TV programs, web news, and SNS, and resulted in an immedidate increase in awareness of office casual wear.