Laforet is one of Tokyo’s most famous fashion buildings and is located at the central crossing of Harajuku; the heart of youth fashion culture in Japan. To promote its sale, we needed a provocative idea that stood out across many different touch points – from television to social, OOH and in-store. More importantly, we needed an idea that resonated with our mobile obsessed millennial target audience, grabbing their attention and stopping their thumbs as they scrolled through their feeds.

We created bright, colourful executions which we knew would grab attention across digital platforms and used them to create a whole suite of assets, including TVC, 18m high OOH and in-store display.

In the film, pop-up windows of misspelled - “LAFORET GRAND BAZAR” spread out to fill the screen. The excitement builds and expands, spreading the “impatient typo” and elevating Tokyo-wide buzz towards Grand Bazar to its highest.