Co:Labs is one of the biggest event/lifestyle brand in Japan. This is their biggest campaign to date.
Defy the Rules is a disruptive, edgy and digitally-led campaign to encourage a culture based on labels
to break the binary and express their true personality.
Starring 3 brand heroes:
Foreigner v Caligrapher
Monk v Rapper
Artist v Geek
Who conveyed 1 comforting message: there’s life after tradition.
Our protagonists embodied the brand values, sharing cultural-inspired stories
that started a discussion about choice and challenged the concept of identity in Japan.
Yes or no.
A or B.
Now or never.
Who imposed this pointless duality?
Who said we have to choose?
Why can’t we have both?
The world was once ruled by labels.
But here’s the secret: you don’t have to choose one.
Defy labels. Defy rules.
You can do whatever you set yourself to.
Because life is more satisfying when you free your real self.
