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'Fashion Hobo' is the Theme of W+K Tokyo's Colourful Laforet HARAJUKU Campaign

Wieden+Kennedy Tokyo, 2 months, 1 week ago

Agency launches summer campaign 'Laforet Grand Bazar' directed by Sojiro Kamatani

'Fashion Hobo' is the Theme of W+K Tokyo's Colourful Laforet HARAJUKU Campaign

W+K Tokyo has announced the launch of Laforet HARAJUKU’s biggest summer campaign “Laforet Grand Bazar”. The campaign theme 'Fashion Hobo' was inspired by the signs and symbols created by travelling workers throughout Europe and America in the early 20th century. 

It is widely understood that 'hobo' signs and symbols originated in order to communicate between fellow hobos, informing each other of specific information about each area and the local people, possible work opportunities and warnings of any danger. Symbols were drawn with chalk on roadsides and walls. 

The campaign's unique and specific fashion hobo language was created just for Laforet HARAJUKU’s Grand Bazar. Aimed at people coming to seek fashion, the design not only adorns the façade of the Laforet HARAJUKU building and throughout the stores, but also includes a TVC, online visuals, DMs, fans, shopping bags, and other promotional materials. The 15-second TVC will be live from July 18th through the 25th.

Creative Agency

Executive Creative Director: Mike Farr & Tota Hasegawa

Account Director: Kensuke Suemasa

Designer: Keisuke Koumae

Producer: Kosuke Sasaki, Hayato Chaki

Creative Agency: W+K Tokyo

Project Manager: Lizzie Murray

Account Management: Ai Kawasaki

Music and Sound

Producer: Setsu Fukushima, Taro Yoshikawa

Music Production: Ongakushitsu Inc.


Editor: Sojiro Kamatani

Edit Company: Cutters, MacRAY

Post Production / VFX

Producer: Megumi Irino

Online Artist: Sojiro Kamatani

Colourist: Ben Conkey

Production Company

Production Designer: Chihiro Matsumoto

Production Company: GunsRock

Producer: Takeshi Matsutomo

DOP: Senzo Ueno

Director: Sojiro Kamatani