Kaihara Denim: Case study

Credits & Description:

Client KAIHARA DENIM
Product ORIGINAL JEANS
Entrant HAKUHODO INC. Tokyo, JAPAN
AGENCY: HAKUHODO INC., TOKYO/
AGENCY: HAKUHODO DY MEDIA PARTNERS INC., TOKYO/
AGENCY: CHUGOKU SHIKOKU HAKUHODO INC., HIROSHIMA
Entrant HAKUHODO INC. Tokyo, JAPAN
Idea Creation HAKUHODO INC. Tokyo, JAPAN
Idea Creation 2 TBWA\HAKUHODO Tokyo, JAPAN
PR HAKUHODO INC. Tokyo, JAPAN
Production AOI PRO. INC. Osaki, Tokyo, JAPAN
Production 2 HAKUHODO PRODUCT'S Tokyo, JAPAN
Copywriter: Takeshi Ogasahara HAKUHODO
Creative producer: Takao Yanagi HAKUHODO DY MEDIA PARTNERS
Head of art: Yuki Tokuno TBWA\HAKUHODO
Designer: Hyewon Choi TBWA\HAKUHODO
Designer: Yuta Enoki TBWA\HAKUHODO
Designer: Kana Takarada TBWA\HAKUHODO
Promotion Planner: Takeshi Fukui HAKUHODO
Producer: Itaru Shibamura AOI pro.
Director: Ryo Ota AOI pro.
Director of Photography: Daisuke Takahashi (Freelance)
Editor: Takanobu Tsushima Freelance
Producer: Koji Togoe HAKUHODO PRODUCT’S
Photographer: Yasuko Furukawa HAKUHODO PRODUCT’S
Retoucher: Tomomi Okuda HAKUHODO PRODUCT’S
PR Director: Ryutaro Kihara HAKUHODO
PR/Creative Director: Takahiro Miura GO inc.
PR Planner: Taichi Sugiyama OZMA PR
Web director: Arata Hiyajo Quark tokyo
The Campaign
Cruising Jeans -the world’s first denim washed by sea breeze.- We made a “flagship” of a denim fabric manufacturer and cruised the ocean. Exposing the denim to sea breeze, not only does it create damages, but the substances - for example sodium and magnesium - contained in sea breezes allows the denim to maintain its color longer. We designed completely blue scenes -- blue sky, the blue ocean and blue denim are new landscapes unique to the denim capital facing the ocean. In addition, this is an outdoor media that broadcasts the manufacturing process. In 40days, we cruised through 14ports, and over 700km. Finally we created 10 products from the cruise washed denim and put them on sale. We offered a value of slow fashion in the age when fast fashion is blooming.
Creative Execution
EXECUTION - A denim yacht sail was developed together with yacht sail manufacturers. - A rare specimen in Japan, a ship with a denim sail took the Seto inland sea for a cruise. - In 40 days, the cruise travelled more than 700 kilometers and visited 14 ports, all the while washing the denim. - A known designer was taken onboard to design a product using this remarkable material. - A crowd funding site was set up with “first come first serve” reservations places. - An online video was launched. - Product was launched to brick and mortar stores and even to well known EC sites.
Indication Of How Successful The Outcome Was In The Market
RESULT - Additional production was confirmed within the first week of launch. - We created a precedent of the fabric itself becoming a brand, without having to solely rely on a designers’ name. - Not only Fukuyama, but people were reminded of the attractiveness of port cities overall. - A denim manufacturing city by the sea, afforded some wonderfully evocative and iconic imagery. - A precedent and advocation of “slow fashion” was created in a world dominated by fast fashion. - New business possibilities were conveyed (eg. using denim as flooring materials etc…) - The cruise was featured in numerous media. - The media value gained was 10 times that of the budget (approx. 500,000USD worth)
STRATEGY -Target audience- The target is fashion conscious males and females in their 30s. They are bored by expensive brands and fast fashion brands too. They are eager for precasts with stories and brands worthy of their support. -Communication Strategy- We prepared three stories of challenge to gain target familiarity. 1) Craftsmanship with a focus on slow, rich development that brings attention to the instant-gratification/instant-use nature of modern consumption. 2) The challenge of unprecedented denim sail, and its long journey at sea. 3) The story of wanting to support local economies and the growth of new local industries.