Campaign details
Brand: Amazon FashionBrand owner: Amazon Japan G.K.Lead agency: McCann Erickson JapanContributing agencies: TYO inc. TYO drive, WOW inc.Country: JapanIndustries: Online retailMedia channels: Events & experiential, Other & ambient media, Outdoor, out-of-home, Sponsorship - event, propertyBudget: 1-3 million
Executive summary
This is the story of how Amazon, the well-known online retailer, made its debut as the title sponsor of Tokyo Fashion Week 2017 SS collection, through a series of impactful and innovative creative executions based on a clear, yet unprecedented, strategy.
Amazon was perceived to...