Mizuno GLOBAL CAMPAIGN

PLAY

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.

CREATIVE

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

COMMUNICATION

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.