HAKUHODO Gravity

kate spade new york, 2020, "HOLIDAY" campaign - Hakuhodo Gravity team was in charge of creative direction, planning, media buying, and production management. The challenge was how to raise awareness of the new colors in the signature line, spade flower, and to increase sales. The core idea was to develop a visual of the brand ambassador, Naomi Watanabe, while blending her into a spade flower patterned bag, and designed an integrated communication with digital-centered to give a sense of surprise. To demonstrate the idea, we deveplod the movice content showing that Naomi Watanabe starts to move and sings with a humorous lip-synch when the bag is approached. To meet the demands of the holiday season, we also launched the "singing card," a video-generated content that allows users to send a message to their loved ones along with a video of Naomi Watanabe singing with her mouth full. Immediately after the launch, there was a strong reaction on SNS which led to increased recognition and sales, including some bags sold out. The series of creative works were rolled out not only in Japan, but also in the US and other Asian countries.