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Visionique|Work|Tobu Department Store | Christmas 2013 | Campaign

Tobu Department Store | Christmas 2013 | Campaign

Project Info +

  • Background:
    Traditional department store Tobu wants to rejuvenate its aging customers and refresh its recognized image of a department store for the elderly’. Recently, it has been pushed by other department stores with younger customers and momentum. Tobu desperately needed a campaign that creates buzz. The department store wanted to roll out 2013 Christmas campaign with a refreshing look to seed a new image of the store and to drive sales and acquire new customers.
    Target: Women in their 30-40s
    Ideas and concept:
    Angels and fun animals are lightheartedly preparing for the exciting, world magical Christmas. The illustration is drawn with fine, precise lines with attention to detail. This intriguing fantasy piece of illustration intends to vibrantly express fun and excitement of Christmas.

  • 東武百貨店のメインの顧客年齢層が高くなり、年配向けの百貨店の印象が強くなってきたため、新鮮で勢いのある百貨店のイメージが減速し、他の店舗との競争も激化している。イメージを一新するセンセーショナルなキャンペーンが必要であった。そこで、2013のクリスマスキャンペーンに合わせ、販売促進と今後イメージ戦略を見据え、30代~40代の女性をターゲットに新規顧客の開拓をめざした。「マジカル・ワールド・クリスマス」を長期テーマに設定。2013年はコンセプトである「クリスマスの準備」として、天使と楽しげな動物たちがそれぞれの準備をしている様子を百貨店全体で演出している。
  • Staff List:
    Creative Director | Takahisa Hashimoto
    Illustrator | Takahisa Hashimoto
    Art Director | Yasushi Matsuo
    Designer | Saki Wakiyama
    Miki Ohashi
    Rie Naruse
    Tomoaki Gono
    Copy | Miyuki Yoshizawa
    Producer | Atsushi Mitsug
    Producer | Akira Sato

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