For the opening of their newest department store in Yurakucho, Marui (OIOI) wanted to create 2 awareness campaigns: a pre-launch to build anticipation and a store launch to build awareness. We developed the concept of “Fashion Therapy” and positioned Marui as a fashion authority. The pre-launch included gift-dispensing vending machines and an outdoor media buy covering buses, subways and billboards. When it came time for the store’s opening, the pre-launch imagery was replaced by fashionable models reclining in nature, providing a stark contrast to the Tokyo landscape. Marui recorded record-breaking numbers for opening day and asked we create a monthly campaign, entitled “The Power of Fashion” for their 25+ department stores throughout Japan.
In collaboration with Dentsu and Drill Inc.
Advertising photography by Alex Freund
Still-life photography by Timothy Hogan