Japanese superstore Daiso has partnered with multidisciplinary creative agency Sense to deliver a new creative direction for the brand.
With more than 2,500 retail outlets in Japan alone and thousands more the world over, Daiso has a global cult following among the young and the youthful. Daiso’s 22 Australian stores are vibrant, colourful, fun, fascinating and impossible to walk out of empty handed.
The store experience is unique, offering a treasure trove of products that are fun and functional across 24 categories ranging from cosmetics to household goods to snack foods, with almost everything priced at $2.80.
Despite the loyalty and excitement displayed by those in the know, the brand is relatively unknown in Australia.
The brief to Sense was to develop a brand awareness campaign among the core demographic to increase brand recognition and customer numbers.
“Daiso is a great brand. It has a strong identity and brand position that separates it from anything else out there,” explains Sense Director David Whiteside. “In theory Daiso is in competition with all discount-variety shops, but it offers so much more in terms of value, quality and shopping experience that it is truly in a category of its own.”
Sense has been briefed to create a cinema ad to run over the Christmas holiday season. No time has been wasted and production has already commenced. “It’s exciting to be working on another major international brand,” says Mr Whiteside.