ROLE: Creative Direction, Art Direction, Copywriting, Planning, Graphic Design
DELIVERABLE: Campaign Video, Key Visual, Interview Video, Article, Tagline, Slogan Logo, Social Asset, Social Copy
DATE: JAN 2023
Since its establishment in 1906, Mizuno – a comprehensive sports brand from Kansai, Japan, has contributed to enriching people's lives and bringing happiness through sports innovation. To further demonstrate Mizuno's presence in the international market, monopo Tokyo planned, produced and directed a global campaign celebrating 117 years of athletic innovation as a form of "CRAZY LOVE”.
- Design and production of a campaign to spread the image of "Mizuno = Innovative" globally.
- Reach out to new customers and increase brand awareness by targeting young international markets.
- A brand message that captures the love of sports, which is the source of Mizuno's innovation, as "CRAZY LOVE”.
- Digital communication design for a global audience.
- Various assets/deliverables that emphasize strong messaging and craftsmanship
ISSUE & APPROACH
Focusing on the brand's unstoppable innovative attitude
The campaign's goals were to increase the brand's global visibility and association with sports innovation. After considering the perspective of the target millennial generation and global social media trends, monopo Tokyo decided that rather than projecting a sense of the future and innovation through visuals, it was essential to present the "attitude of the brand" that gives birth to innovative products. Therefore, we devised a brand message allowing people to see "the background of continuous innovation" in Mizuno's attitude, which was born from a direct love for sports 117 years ago.
CONCEPT & IDEA
A brand message that dares to consider the love for sports as “craziness”
Desperately trying to put a golf ball into a small hole a hundred yards away, and spending your life practicing the same action over and over again to do so. Or, running as fast as you can for as long as you can while nobody is chasing you. By taking a step back and looking at the determination in "sports" from a different perspective, we discovered that the human drive to excel in sports is crazy! What further emerged was the love and support that Mizuno has shown to sports players by studying their simple movements and developing optimum gear and apparatus that allows them to excel. Thus, we devised a brand message that sees "CRAZY LOVE" as a representation of Mizuno's passion for innovation.
Brand film and KV embodying the concept with craft and humor
To produce the brand film and key visuals, we assembled an international and age-diverse team to compete in a global arena. With NAKAMA Film assigned as a video production and Jovan Todorovic as a video director, we had creators who are knowledgeable about the world and current trends participated in the project. The humorous and cynical tone of the narration and background music contrasts the stoic imagery expressing the "CRAZY LOVE" concept in an exquisite worldview.
Copywriter: Tasuya Ishikawa, Tomoki Inaguma, Aya Apton
Designer: Tran Mihn Villageois, Akira Yamaguchi
Digital communication design for a deeper understanding of the brand
monopo Tokyo was involved in the digital communication design for this campaign, proposing creative assets that would reach users at each of the different touch-points. First, a brand film and key visuals were created to serve as a hook for those who were experiencing Mizuno for the first time. The film was produced with the highest possible sound, narration, talent and picture quality, and the key visuals create a strong presence and pique the user's interest. Next, a special website LP was set up as a place where interested people can visit and learn more about the brand, with content that tells the story of Mizuno's innovation. The communication design for this LP was also conceived by monopo Tokyo, and interview videos and articles were produced to show the "CRAZY LOVE" of Mizuno's contracted athletes towards sports.
Our role: Creative Direction, Art Direction, Copywriting, Planning, Graphic Design
Agency / Planning : monopo Tokyo
Business Producer: Kensuke Tanaka (monopo Tokyo)
Creative Producer & Project Manager: Yukiko Kubota (monopo Tokyo)
Creative Director & Copywriter: Tatsuya Ishikawa (BSPK)
Planner & Copywriter (JP): Tomoki Inaguma (monopo Tokyo)
Copywriter (EN): Aya Apton
Interview writing: Maho Kamagami (monopo Tokyo)
Art Director: Tran Minh Villageois (monopo Tokyo)
JP KV Designer: Akira Yamaguchi (monopo Tokyo)
Director & DOP: Jovan Todorovic
Executive Producer: Kenj Sato (NAKAMA)
Producer: Simon Amar (NAKAMA)
Production Manager: Anna Hashimoto (NAKAMA), Yuki Defago (NAKAMA)
Production Coordinator: Hana Nakao
Cast Care: Ruri Fukagawa
1st AD: Sean Reyes
1st AC: Anthony Rilocapro
2nd AC: Yuji Suzuki
3rd AC: Akira Hayakawa
DIT: Tomo Goshozono
Gaffer: Arata Ijichi
Key Grip: Junya Yamamoto
Wardrobe: Takumi Iwata
Hair & Make-up: Phoebe Lin
Transport Coordinator: Tooru Hayakawa
Casting Director: Kensaku Watanabe
Offline Editor: Matt Osborne
Colorist: Mikey Rossiter
VFX Editor: Slavko Gravic
Composer: Nemanja Mosurovic
MONOPO STAFF ON THIS PROJECT
We should work together!