D&AD: Rewritten brief: Ted Baker x Japan

Brief

Concept/Proposition: To introduce Ted Baker to another country, in this case London and bring a unique sense of British humour with them. In this case the other country is Japan and Ted Baker's expansion to Tokyo.

Aims/Outcomes: To activate the Japanese market and shoppers to look into Ted Baker and visit stores, shop and share in person and through social activity with a strong emphasis on shopping and sharing.

Background / Considerations

A campaign incorporating multiple points of interaction - e.g. advertising, shopping experience, website, print, digital media such as apps and social media.

Audience: The audience for this brief and proposition will be the Tokyo demographic, Tokyo already is the fashion capital of Japan and has a variety of established brands and fashion styles, Ted Baker needs to stand out from these through advertising, interaction and shopping experience. "At a push" the target audience is young-trendy stylish 25-35 year old males and females. So young stylish Japanese customers predominantly born in the 80s and 90s.

Message: To be interesting, affordable and to be British. To have the idea of embracing the Japanese culture but also giving a slice of Britain. The culture in Japan is very different to Britain, being fully British may not be effective, with shoppers so used to a different experience.

Tone of voice: Quirky, subversive and interesting with strong emphasis on personality and not taking itself too seriously. Being British but at the same time also being Japanese, embracing the Japanese culture but being proud to be British too. With the tone of voice almost in a way being lost in translation, giving the same tone of voice back to the Japanese.


The culture and sense of humour needs to be a definite consideration, to see what's liked and what isn't. What is frowned upon and what is appreciated, cultural icons you could reference. Also need to look into British sense of humour and perceptions of Japan, and vice versa to reference and possibly play upon. For example, facial hair is frequently frowned upon in the Far East, definite consideration for promotion.

It's clear I need a clear message and tagline. The store is in Tokyo, what kind of vibe and culture is going on in Tokyo? What do I need to promote?

Mandatory Requirements

Thorough research into Japanese culture and fashion, the local area and location of store.

In-depth research into various forms of media relavant and possible to be applied to a campaign for Ted Baker to announce it's arrival in Japan.

Research into existing and unique campaigns with similar awareness and promotion aims as Ted Baker to gain a better understanding of what's been done and what could be done.

Recording of research and visual development on blogs.

A unique, exciting, visually interesting campaign across at least 3 different media. E.g. Print, web, clothing, shopping experience e.g. bags, billboards etc.



Deliverables

Integrated and consistent campaign/concept working across at least 3 different forms of media/interaction.

8 images/design boards showing campaign and proposition. Explaining clearly and effectively in an interesting manner.

PDF version of boards posted to student blog along with development and design/thought process.

Printed and finished physical material when possible.

Submission deadline

D&AD: 20th March 2013



///


I think moving forward I definitely need some kind of concept or message, which perfectly encapsulated what I want to say, I need to find some kind of niche and gap in the market for Ted Baker to embrace and then develop this into some sort of tagline/concept/character I can apply to different media in a creative way. Not easy! But I'm confident the more I engage with this problem, the closer I'll get to the idea.