Young people do not feel the need to have a watch as long as they have a smartphone (even if they were to wear one, it would be a smartwatch.) Promoting the new street watch brand WW simply as a watch will not resonate with them. With that in mind, we publicize WW’s branded contents as the symbol of the community of people who are expressing themselves on the streets.

We ran a campaign to turn the new street watch brand WW into one that is recognized as a symbol of the street culture community in just one month, by publicizing its debut to youths engaged in street culture. We focused on the street sports community, which is often used in ads by youth-oriented brands and used their insight, “We want to skate on the streets, where the sport comes from, not just in parks and in competitions or in ads.” We released a web movie “Who Owns the Streets?” which showed the brand’s mascot WW Man in a mask skating freely through Shibuya, Tokyo, the epicenter of Japan’s street culture. At the same time, we placed figurines of WW Man in action throughout Shibuya. We also opened WW Man's Instagram account. We posted images of him living in Shibuya.

Youths these days don’t have the idea of wearing a watch to flaunt their social status. That’s why WW redefined the role of the watch as a “symbol of community and friends who aspire to the same values.” In doing so, they focused on street sports. Various brands are using street sports in their ad campaigns targeted at youths, showing skaters in parks and on the streets in their ads. However, it has become increasingly hard to enjoy street sports in town now. What they really want is "not to skate in parks, in competitions or in ads, but through the streets, where the sport comes from." By producing the brand's mascot and branded contents that embody their insight by combining reality (live-action), fiction (VFX), offline (streets), and online (Web), we bolstered the image of the "WW brand that unlocks (Unlock You) you."

We developed the masked mascot WW Man and released a web movie, "Who Owns the Street?" which showed him skating freely through Shibuya, Tokyo, the epicenter of Japan's street culture. At the same time, we placed figurines of WW Man in action throughout Shibuya. Anyone finding one could see an AR movie by scanning it with their smartphone, which prompted them to visit a special site where they could see WW Man skating the streets unchallenged. We also opened WW Man's Instagram account. We posted images of him living in Shibuya. We later revealed that the masked man was Japan's top inline skater, and brought an element of surprise and created a topic of conversation by also disclosing that we used WW Man's motion capture data in the VFX scenes.

WW was accepted by Japan's street culture community, and famous street sports people came out in full force to post selfies with WW Man on their Instagram pages. It attracted the endorsement of Zeebra, a legend in Japan's Hip Hop circle, and the sympathy of skaters all over the world, and turned the campaign into one that was most supported by young people in SEIKO's history, as the engagement score exceeded 1.5 million in a month, and the target expressed that the ad represented their voices.