THIS IS WOOL, THIS IS ME.
:The Woolmark Company Campaign for The Tokyo Fashion Night Out.
The goal was to define Wool that Wool is cool with its function as the breathability. We considered and divided the reasons why Wool is cool. The barrier is that Wool is not “every day wear” that can be worn & washed regularly. We found out the driver for this target from the consumer research that "Style above all".
For Japanese millennials, personal style is the most important driver of clothing purchase, followed by affordability (value for money, not necessarily cheap). 53% were receptive to breathable material (i.e., comfortable, low environmental impact clothing), but clothes that suited their personality were still their purchase priority. At the moment of truth, they would be willing to sacrifice its environmental impact or, to a lesser extent, to wear a truly stylish piece. And emotionally, like this "THEY WANT MORE SOCIAL PERMISSION TO EXPLORE THEIR INDIVIDUALITY & “JUST ENOUGH SPACE” TO ACT ON IT".
WOOL GIVES YOU SPACE TO BREATHE.
The essence of Merino wool innovation is the insulating space between the skin & the material that frees you 'to breathe' in all environments. The fundamental relationship between breathing and freedom is universally understood. In Japanese, the phrase Ikigatsumaru means to be "suffocated by rules" - literally translated, it means "restricted breath." This “small freedom” (to breathe) is also something the audience wants, and is the incentive that we believe we can use to get the audience’s attention.
We created a campaign "THIS IS WOOL, THIS IS ME". This is a series of testimonial videos for TWC's owned social medias. The selected influencers to talk about how they found their space to comfortably live as ME, what made them such a freedom and strong, and how they enjoy it.
Video 1: Marie, Fashion Designer
Video 2: Aya, Yoga Instructor
Video 3: Maggie, Model, TV Talent
Video 4: Uno, Dancer
Video 2: Aya, Yoga Instructor
Video 3: Maggie, Model, TV Talent
Video 4: Uno, Dancer