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TITLE

西武・そごう「わたしは、私。」

CASE

百貨店、氷河期の時代。いま、百貨店は人々に必要とされているでしょうか。好きなものも、似合う色も、生きてきた人生も、一人ひとり違うお客さまに、百貨店は応えているでしょうか。
この仕事は、広告を作ることよりも、課題解決の道筋をつくることをクライアントと考えつづける仕事でした。西武・そごうがもう一度、個性的な百貨店になるには?ここにしかない発見や歓びのある百貨店になるには?
「わたしは、私。」というコピーは、お客さまはもちろん、西武・そごうで働く皆さん一人ひとりにも呼びかけた言葉です。常識や前例にとらわれず、私らしいアイデアと、知見と意見を持ち寄ることで、お客さまから必要とされる百貨店になれる。そうした意志が集約された言葉に、樹木希林さんの強く優しい声と存在が、力を与えてくれました。
昨年、「年齢を脱ぐ。冒険を着る。」という言葉から始まったファッションの問題提起は、「わたしは、私。」という言葉とともに、2017年元日の西武・そごうの意志として、新聞広告、WEBムービー、そして店頭で展開され、大きな反響をいただいています。

CASE

Department stores have entered an ice age. They are asking themselves whether they are really relevant and even necessary anymore, whether they can still hope to cater to all needs and tastes as consumer desires diversify endlessly.
Our brief in this case was not so much to create an advertising campaign as to work with our client to think up solutions to their existential issue.
How could Seibu-Sogo recreate itself, become unique again, a store that people would choose for the shopping discoveries and surprises to be found nowhere else? Our chosen tagline “I am myself” was designed to appeal to customers of course, but was also aimed at the entire Seibu-Sogo staff, to inspire them to focus on creating and sharing ideas, experience and opinions rather than simply doing things the way department stores have always done.
For maximum impact in conveying this message, we chose Kiki Kirin, a veteran actress with a powerfully expressive voice and presence. Launched at New Year with print advertising, web movies, and in-store displays, the 2017 “I am myself” campaign is already having a significant results as it builds on the fashion trend we started last year for Seibu-Sogo using the tagline “Take off your age, put on adventure.”

CREDIT

ECD:田中英生
CD/CW:上島史朗
AD:市田誠仁
WD:吉村幸久
CP:餘吾英幸
AE:清水正巳/河西きよら

CREDIT

ECD:Hideo Tanaka
CD/CW:Shiro Ueshima
AD:Masahito Ichida
WD:Yukihisa Yoshimura
CP:Hideyuki Yogo
AE:Masami Shimizu / Kiyora Kawanishi

CLIENT

Sogo & Seibu Co., Ltd.

YEAR

2017

TAG

GRAPHIC , WEB

WORK

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Netflix

Netflix Preferred Creative Agency

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Sony Assurance Inc.

ソニー損保の医療保険 ZiPPi〈ジッピ〉

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Sogo & Seibu Co., Ltd.

西武・そごう「わたしは、私。」

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