Rope Picnic
21ss Seasonal Campaign
JUN CO., LTD.
- Rope Picnic, 2012 SS, "Going out, properly" campaign - Hakuhodo Magnet was in charge of planning, digital planning and media buying. We were asked to come up with new creative and planning ideas, and took on the challenge with a completely new creative team. We proposed seasonal visuals and promotional initiatives for Rope Picnic, which adovocated "going out" and offered clothes with the theme of "proper" and "cute" in order to deal with the challenge of how to kick off the new season while taking into account the self-restricting mood caused by the Corona disaster. As a solution, we planned a campaign that captured the insights of consumers who would highly evaluate the joy and preciousness of going out. The visual idea was a large "dog balloon" symbolizing outings with the tagline "Going out, properly." The visual was designed to be completed by user participation. During the teaser period leading up to the release of the visuals, a "balloon project" was held in which users could inflate the balloon with their own "thoughts about going out in style" through SNS postings. The participants were given coupons that could be used in stores and the EC site.
