Enjoy Your New Normal.
JUN CO., LTD.
- Rope Picnic, 2020 AW, "ENJOY YOUR NEW NORMAL" campaign - Hakuhodo Gravity team was in charge of creative direction, planning and media buying. The challenge was how to promote EC sales while capturing the consumer minds in the Corona disaster. With the theme of "ENJOY YOUR NEW NORMAL," we worked with a total of 30 models and influencers, including Akane Hotta, who belonged to Repro, to express fashion styles with 5 different themes in the age of Corona disaster. For each theme, key visual, videos, and coordinated snaps were integrated into an LP, and DIGITAL AD was also developed. For the 5th theme, as a culmination of the project, we worked with Reina Asami and Aki Takada to commercialize the clothes that those models themselves wanted to wear, expressing the way how fashion should be in the NEW NORMAL. This campaign resulted in supporting EC sales regardless of the situation that real stores refrained from operating.
