Amazon.com: Amazon Fashion Week Tokyo 2017 S/s Opening Act

Credits & Description:

Title: Amazon Fashion Week Tokyo 2017 S/S Opening Act
Agency: Mccann Tokyo
Brand: Amazon Japan G.K.
Country: Japan
Entrant Company: Mccann Tokyo
Advertising Agency: Mccann Tokyo
Executive Creative Director: Isamu Nakamura (Mccann Erickson Japan)
Producer: Tatsuhiro Ishikawa (Tyo Inc. Tyo Drive)
Creative Director: Naoto Nishio (Mccann Tokyo)
Creative Planner: Shinpei Ueda (Mccann Tokyo)
Copywriter: Hono Nakano (Mccann Tokyo)
Art Director: Natsumi Iwasaki (Mccann Tokyo)
Business Director: Kentaro Okuda (Mccann Tokyo)
Account Director: Yusei Horiuchi (Mccann Tokyo)
Account Supervisor: Kanji Suzuki (Mccann Tokyo)
Production Manager: Yuya Fujita (Tyo Inc. Tyo Drive)
Producer: Yasuaki Matsui (Mccann Tokyo)
Director/Planner/Cg Designer: Tatsuki Kondo (Wow Inc.)
Technical Director: Shunsaku Ishinabe (Mccann Tokyo)
Cg Designer: Misaki Horai (Wow Inc.)
Music Director: Mitsuru Sameshima (P-Camp)
Campaign Description:
The opening performance was designed around the theme of “box,” as it symbolizes the online mail order brand. The performance used 125 actual boxes, and music and video were originally created just for this single performance. The video projected onto the wall of boxes and the opening and shutting of the boxes themselves were perfectly synched using a computer system. It was a highly complex execution that successfully demonstrated a new level of projection mapping.
Synopsis:
In Japan, Amazon is little associated with fashion, and there is not much brand awareness for Amazon Fashion. But by becoming the main sponsor of Tokyo Fashion Week starting from the 2017SS Collection, Amazon began a full-fledged effort to enter the fashion market. It aimed for a grand unveiling of the brand to the fashion industry by hosting an opening ceremony on the first day of Fashion Week.
Execution:
On one wall of Space O in Omotesando Hills (the venue of the event), 125 actual boxes were placed to serve as the “screen” for the projection mapping performance. The video projected onto the boxes and the boxes themselves were designed to convey a sense of anticipation and the many surprises that Amazon Fashion will be bringing to the fashion industry. The design of the performance was simple, but the complex and perfectly synchronized execution successfully impressed the artistically discerning audience of fashion professionals and fashionistas.
Strategy:
The performance was executed as a once-only opening performance during the opening reception of Tokyo Fashion Week 2017SS. Approx. 600 invited guests from the fashion industry as well as celebrity fashionistas saw the performance. One wall of the venue was covered in 125 actual boxes to emphasize the theme of “box” and to be used later for the performance. The boxes moved in perfect synch with the video projected onto them with projection mapping, creating an impactful visual illusion unlike anything that’s been experienced before. The performance helped to impress upon the audience that Amazon Fashion will be bringing technology to the fashion industry and firmly established the brand in the minds of the fashion industry professionals and fashionistas.
Outcome:
The performance was successful in establishing the perception that online retailer giant Amazon was serious about entering the fashion market and in conveying the brand’s concept of creating “1” out of “0” (or creating “something” out of “nothing,” with “0” and “1” also representing the digital aspect of the brand).Value Added to Brand: By designing the performance on the theme of a fusion between digital and analog, we were able to make the brand feel more accessible, while also giving it a “cutting-edge” image.Reach/Cultural Impact: The performance helped to energize not just the brand, but the entire Tokyo Fashion Week event, which was struggling to feel fresh and exciting.Achievement Against Brief: The client was highly satisfied with the innovative image the performance was able to bring to the brand.