Cannes Contenders: McCann Worldgroup Japan
How will Asia Pacific perform at Cannes this year? In the lead up to the Festival, Campaign Brief Asia will be showcasing the work we hope will impress the judges…
McCann Worldgroup Japan
Since appearing as the first metal-cased G-Shock in 1996, 20 years ago, MR-G has continued to evolve along with G-Shock’s history as the brand’s premier model. To celebrate the series’ 20th anniversary, the brand was seeking to do something both impactful and highly relevant to the product character and feature. It also needed to speak to the target audience–affluent men with cultured and sophisticated tastes who are discerning when it comes to quality and craftsmanship. In this project, we focused on the traditional Japanese horticultural craft of bonsai as something that appeals to the sophisticated and intellectual taste of the brand’s target as well as for its many commonalities shared with G-Shock (precision, craftsmanship, endurance, beauty, and ability to capture time within a small space).
McCann Worldgroup Japan
To illuminate the cruelty of his disease, ALS patient Hiro Fujita decided to use his condition (complete immobility of the body except for eye movement) to his advantage by serving as the model for a still life painting.
McCann Worldgroup Japan
In Japan, Amazon was not known for fashion, and the brand Amazon Fashion had little awareness, but by becoming the main sponsor of Tokyo Fashion Week starting from the 2017 S/S collection, the brand began full-fledged efforts to enter the fashion market. The objective was to develop and execute an idea for an opening reception at Tokyo Fashion Week that would message Amazon’s arrival on the fashion scene in an impactful way.
We are inviting agencies to showcase your agency’s best chances at Cannes this year. Open to all Asian based agencies entering Cannes this year. Just email kim@campaignbrief.com with a paragraph or two on each of your best chances at this year’s festival. Include a link to the case study/TVC or supply jpegs if it is print.