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G-SHOCK came to us seeking a seismic shift in brand perception. The mission: evolve from purveyors of mere "toughness" to icons of "Cool & Fashionable Items." We were tasked with forging a narrative that would detonate with both the savvy Gen Z and the driven mid-career crowd. The ask? To not just showcase the G-SHOCK Steel GM-2110D, but to ignite a full-blown desire for it, all while channeling that raw, undeniable "Fighting Spirit" the brand embodies.
We didn't just think outside the box; we drop-kicked it. "Tough Like You" became our battle cry, a celebration of the daily grind and the small victories that define our audience's lives. The webfilm concept was unleashed: "RING RING!", a symphony of alarms marking Superbon's (Interim ONE Featherweight Kickboxing World Champion) relentless daily hustle. It wasn't just ads; It was emotional resonators, hammering home that a G-SHOCK isn't just a timepiece, it's a badge of honor in the fight of everyday life.
Our ambition was nothing short of G-SHOCK domination – to make it the only choice when that purchase trigger is pulled. We engineered a "Right-to-buy" scenario by transforming the watch into more than a product; it became a talisman of toughness, an ally in the daily arena. Success wouldn't be measured in views alone, but in the stampede to stores and the tangible surge in sales, proving that our creative not only resonated but moved product.
