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JEANASIS “Saishoku-shugi” Campaign

POINT

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2009 -2011

  • Campaign / Promotion planning
  • Research / Consulting
  • Creative
  • Media planning / Buying
  • Public Relations
  • Produce
  • In-store sales promotion

JEANASIS brand celebrated their 10th anniversary and Cosmo put together a total brand promotion plan that focused on nurturing girls with a discerning taste for culture and art. A new word “Saishoku-shugi” which mean “have understanding for talent and art” was coined for the campaign title. The campaign featured collaborations with the cultural scene including movies, music and books, and engaged consumers through connoisseur selections made by the brand.