BRIEF:

Make LUX a more accessible brand for target women in their 20’s.

STRATEGY:

The LUX TVCM has created a luxurious world featuring Hollywood celebrities but the target couldn't relate to this gorgeous world. Hence, we made the target themselves the heroine of a romantic story and have them actually experience a world of luxury.

SOLUTION:

A new type of manga (comic) was created in which the target themselves became the heroine of a popular story unfolding into different stories depending on the reader.

RESULT

Over 90,000 women created their own manga and became the heroines of a romantic drama.

attn jury: see case film url for additional translations