← All workCo:Labs · 2022

Co:LabsJapan

Defy The Rules, magazine-first launch

Client: Co:Labs
Where: Japan
Year: 2022
Scope: Campaign concept, Magazine, Character films, Posters

Defying stereotypes in Japan.

Co:Labs is one of the biggest event and lifestyle brands in Japan. Defy The Rules, their biggest campaign to date, took on local stereotypes through people who defy the norm every day.

Each character tackled a different one, from a foreigner who speaks and writes perfect Japanese to a Buddhist monk who also performs as a hip-hop artist. Each got their own episode and their own pages in the magazine, showing how breaking the norm became their definition of satisfaction.

Watch

Defy The Rules, main film ↗

Character film ↗

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Co:Labs, Defy The Rules, magazine-first launch

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