HAKUHODO Gravity

Cartier, March 2021, Pasha de Cartier SHINSAIBASHI POP UP EVENT campaign - Hakuhodo Magnet team was responsible for creative direction, planning, media buying and digital planning.
The challenge was how to desing an effective campaign in order to increase the number of friends on the official Cartier LINE account (the same KPI continued from the first campaign) while putting the real event at former Shinsaibashi boutique space to be relocated as a center of the campaign. We designed a space based on the concept of "light and shadow," a theme localized to Japan while keeping in align with the global tone and manner. The event had a light tunnel composed of circles and squares, a uqique characteristics of the product, a space where the video of the first campaign was re-edited and exhibited in an installation and a room where visitors could experience the second special content, and a music video in collaboration with Hiroki Tsuneda of KING GNU and Yojiro Noda of RADWIMPS, to express the world view of the product.