Co:labs

DEFY THE RULES

Co:Labs is one of the biggest event/lifestyle brands in Japan. Defy The Rules is a campaign aimed to challenge local stereotypes, by showcasing different characters that are defying the norms everyday. Each persona was tackling different stereotypes within the japanese community, from a foreigner that speaks and writes perfectly japanese, to a monk that also performs as a hip-hop artist. Each character got their own episode, where they exemplified how defying the norm became the definition of satisfaction in their lives.

Role: Executive Creative Director
Agency: VMLY&R London / Ogilvy Tokyo