To clearly inform people of the functions of a new bag said to be the lightest on the market, we showed the lightness of the bag visually by having a promotion where users would experiment by comparing the lightness of household items and the bag. We made a visual representation of the lightness of the bag, by setting up visuals and advertisements at the front of the store as a pair of scales comparing the lightweight bag to other household items.

“業界最軽量”と銘打つ新商品のバッグの機能性をいかにわかりやすく伝えるかを課題として、”軽さ”を視覚的に表現し、ユーザーの身近なアイテムに置き換え実感してもらうプロモーションを提案。バッグを透過して、軽さを視覚的に訴求するビジュアルを展開し、店頭では、ユーザーの身近なアイテム、体重計をモチーフにしたPOPや売り場を設計。

Client　ACE
Producer/Creative Director　YOSHIHIKO YAMAGUCHI (PMA.Inc)
Art Director/Designer　SANDO.
Copywriter　SHINO IMADA
Photographer　JAM STUDIO
Printing　OKAMURA PRINTING