In Japan, people are expected to follow the rules, to comply with the norm, to not stand out. 'The nail that sticks out gets hammered' they say. This campaign addressed the +40 male audience and invited them to break free from that, to show how mature and confident they are, and to enjoy life as they please. In essence, to twist the rules. The campaign featured Toshinobu Kubota, the biggest R&B singer from Japan.
Transit Campaign.
Outdoor Billboards.
Copywriting & Creative Direction.
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