Campaign Spotlight: In a new brand movie for Coleman created by Geometry Japan, camping brings people together

SHANGHAI – Coleman Japan Co., Ltd. (hereinafter Coleman) has released its new brand movie created by Geometry Global Japan. With the new slogan “Light Up”, it shows how camping brings people together.

In Japan, Coleman is known as a leading innovator and manufacturer of outdoor products. It has helped people have fun and make memories by providing the gear integral to their outdoor experiences. The slogan of Coleman in 2018 is “Light Up” and with this new brand movie, the brand aims to foster meaningful connections between people, through camping.

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Commenting on the film, Ichiro Ota, CEO of Geometry Japan, said “Coleman’s history is said to be the history of gasoline lanterns. We’d like to re-introduce how the brand has evolved and what its symbolic lantern brings to people. Leave the hustle and bustle of the city and put yourself in nature with friends and families. Spend time to feel full of yourself. There are no rules or restrictions, just plenty of time for bonding and relaxing. For those feeling empty in this modern society, camping will certainly serve as a positive intervention.”

As the brand agency of record, Geometry Japan leads the outdoor camping brand’s major marketing activities including digital activation and in-store communications.

Creative credits

Agency: Geometry Global Japan

Executive Creative Director: Masato Mitsudera

Creative Director: Daisuke Suzuki

Art Director: Tsutomu Nakagawa, Mitsunori Yamazaki, Liu Dillon

Designer: Kazuma Fushimi, Katsuya Yamamoto, Hasegawa Natsumi,

Yumiko Yamamoto

Copywriter: Joji Hirose

Account Director: Satoru Kubota

Account Executive: Ai Shimomura, Koki Yuyama

Production: TYO/MONSTER

Executive Producer: Takaharu Hatori