Hobby home page
Electriclime gif
IPA Banner Open Doors
jw collective
Contemplative Reptile
  • International Edition
  • USA Edition
  • UK Edition
  • Australian Edition
  • Canadian Edition
  • Irish Edition
  • German Edition
  • Singapore Edition
  • Spanish edition
  • Polish edition
  • Indian Edition
  • Middle East edition
  • South Africa Edition

Japanese Outdoor Brand Captures Real Camping Moments

Creative 370 Add to collection

New brand film for Coleman from Geometry Japan shows how camping can brighten your life

Japanese Outdoor Brand Captures Real Camping Moments
Coleman has released its new brand film, created by Geometry Global Japan. With the new slogan “Light Up”, it shows how camping brings people together. 

In Japan, Coleman is known as a leading innovator and manufacturer of outdoor products. It has helped people have fun and make memories by providing the gear integral to their outdoor experiences. The slogan of Coleman in 2018 is "Light Up" and with this new brand movie, the brand aims to foster meaningful connections between people, through camping.

Commenting on the film, Ichiro Ota, CEO of Geometry Japan, said: “Coleman's history is said to be the history of gasoline lanterns. We’d like to re-introduce how the brand has evolved and what its symbolic lantern brings to people. Leave the hustle and bustle of the city and put yourself in nature with friends and families. Spend time to feel full of yourself. There are no rules or restrictions, just plenty of time for bonding and relaxing. For those feeling empty in this modern society, camping will certainly serve as a positive intervention.”

As the brand agency of record, Geometry Japan leads the outdoor camping brand’s major marketing activities including digital activation and in-store communications.

On the strategy, Geometry Japan added: “Our insight was that people’s behavior when camping is different from usual. When people go camping, they talk about things they do not usually talk about and experience hardships together. People find that they deepen relationships through those experiences. As we were so particular about the reality of camping, we cast real families and friends. We filmed whole moments during one week of camping. Sleeping hours are the only time we were not rolling.”

view more - Creative
Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.
Print / OOH

Photographer: Yosuke Sano (un), Assistant photographer

Producer: Ryo Shinohara (amana)


Casting: Hironobu Funabiki (e-spirit)

Props Producer: Yuki Ishiyama

Creative Agency

Creative Agency: Geometry Global Japan

Copywriter: Joji Hirose

Executive Creative Director: Masato Mitsudera

Account Executive: Ai Shimomura, Koki Yuyama

Art Directors: Tsutomu Nakagawa, Mitsunori Yamazaki, Liu Dillon

Designers: Kazuma Fushimi, Katsuya Yamamoto, Hasegawa Natsumi, Yumiko Yamamoto

Production Company

Production Company: TYO/MONSTER

Executive Producer: Takaharu Hatori

Director: Dai Isomi

DOP: Yusuke Ohki

Producer: Yoshinao Tanaka

Stylist: Yusuke Date

Hair and Make Up: Kazuyo Hatano

Assistant Director: Jyunichi Inoue

Supervisor: Norihiko Uehara (Winners)

Production Manager: Keisuke Suzuki, Naoya Okayama, Hikari Kurokawa

Genres: Documentary, People

Categories: Sports and Leisure, Outdoor Equipment

Geometry Ogilvy Japan, Mon, 20 Aug 2018 10:14:14 GMT