Japanese Eyewear Brand Goes Global with 'Life Is What You See' Campaign
Tokyo-based leading eyewear brand JINS had expanded into the U.S market this April with an ad campaign “Life is what you see”. Opposed to the robot-driven flagship store in San Francisco and it’s innovative eyewear technology, the ad organically taps into people’s important moments in life to appeal that what you see and how you see each moment in life, is what creates the life itself.
Having made a successful, sensational shift in re-branding from a local celebrity endorsement TV ad to global branding, the campaign gained over 23 million views on YouTube in a month, and had raised 90% of employees’ motivation according to internal surveys.
Brand: JIN CO., LTD
Copywriter: Tomohiro Nishijima (BASE)
Creative Agency: BASE CO., Ltd. / nanilani inc.
Creative Director: Takaaki Murase (nanilani)
Executive Creative Directors: Tomohiro Nishijima (BASE)
Planner: Tomohiro Nishijima (BASE)
Producer: (creative producer) KEISUKE FUTAKUCHI (nanilani)
Music and Sound
Music Production: Sonoor
Producer: Menno Van Riet
Online Editor: Antonio Marioni
Post Production / VFX
Colourist: Kene Illegems
Art Director : Nuno Afra
Director: Bram Van Alphen
DOP: Daniel Bouque
Executive Producer: Kohta Kanki (AOI Pro.) / Jason Felstead (Caviar)
Line Producer: Daigo Honma (AOI Pro.) / Thomas Hofman (Caviar)
Producer: (creative coordinator) Jun Yoshikawa / Riki Sakai (AOI Pro.)
Category: Accessories , Clothing/fashion
Genre: Photography , Scenic , Storytelling