The brief: Casio G-Shock wanted to build a very strong image for itself as a lifestyle, fashionable and tough brand and break away from old positioning as a sports utility watch. They wanted to create digital content on a large scale to tap the online customers.
The solution: An interactive and participatory idea (built around the four pillars of Sports, Music, Art and Fashion) for the youth that gives them something to stand for and voice their angst.
Role: Conceptualisation, creative + art direction, copy, branding and design
The result: Even though the idea was much appreciated but it never took off and we ended up winning the Casio Edifice account instead. A few posts for their social media handles are shown below.
