W+K Tokyo Creates Impatient Typo Billboard for Laforet Grand Bazar's 2017 Sale
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The campaign which also has an accompanying film uses blurred typeface to mirror the excitement of awaiting shoppers
Laforet Grand Bazar is the biggest sale event of Laforet Harajuku which takes place two times a year. During this sale, numerous young people wait in a queue before store opening to get sale items up to 90% off and sometimes the entry gets restricted because of the oversized crowd. For this ‘Grand Bazaar’, one of the seasonal events of Harajuku, W+K has produced a campaign visual and a TV commercial. We have expressed the excitement towards the sale with the idea of the “impatient typo”.
The long-awaited Grand Bazar is coming. This is something you need to make a note about in your calendar and post about on SNS. In modern society, our daily life is accompanied by typing words. Many of you must have experienced making typos when you get too excited, haven’t you? So by using such “impatient typo” we are aiming to express the excitement and promote expectation towards the Grand Bazaar.
The visual will be used for a large OOH displayed in the exterior of Laforet Harajuku, the posters will be for the inside of the building, shopping bags for each shops and a unique megaphone. The campaign linked with this visual will take place during the sale period, from July 27th Thursday to 31st Monday.
In the TV commercial, Pop-up windows of “LAFORET GRAND BAZAR” typed in various devises such as smartphone and PC etc. spread out randomly and fill up the screen. By showing the way excitement occurs and expands simultaneously with spreading “impatient typo”, we are to build up the voltage towards Grand Bazar to its highest.