Tell us about your role in the creation of this work.
Geometry Global Japan did everything from shooting to editing of “Light Up.” As the brand agency of record for Coleman, Geometry Japan is tasked with developing key strategy, planning creative communications and building strong multi-channel shopper relationships for the brand.
Give us an overview of the campaign, what is it about?
Because today’s digital society has a tenuous relationship with what is actually happening in the real world, Coleman believes it is important the brand provides “sparks” through camping to connect to people. The “Light Up” brand movie is designed to evoke the emotions people tend to forget about in this digital age and ultimately make them want to go camping to feel real connections with others. The “Light Up” campaign is built around this film, and is supported by social networking site advertising (SNS), as well as in-store activities.
Tell us about the details creative brief, what did it ask?
Coleman asked us to build, strengthen, and improve its brand image.
Which insight led to the creation of this piece of work?
At Geometry Japan, we found that when people go camping, people talk about things they don’t usually talk about. They open up more. They share experiences and hardships together. We found people that go camping together forge deep relationships through this experience.
Can you share with us any alternative ideas (if any) for this campaign? Why was this idea chosen?
There were no other alternative ideas.
How did the client initially react to this idea?
The client said – with some tears – that the film “reaffirmed that our brand is one that can have such a wonderful message.”
What was the greatest challenge that you and your team faced during development.
Because we wanted to showcase the reality of camping, we casted real families and friends. We filmed various moments of people camping for a week. Sleeping hours were the only times we were not rolling.
What did you enjoy most about seeing this campaign through? Did you learn anything new from the experience?
At the actual filming, our Geometry Japan team enjoyed getting to know each on a deeper level. And we experienced many new things together. We experienced what we set out to create.
Where do you see this campaign going in the future:
Throughout this year, Geometry Japan has been focusing on defining the brand value for Coleman. In 2019, we would like more people to know and experience Coleman’s brand value. In the future, we will create more opportunities and new services for the brand, so that people who have never gone camping are excited to go.