Kashiwa Sato experimented new communication strategy. Denying traditional advertising campaign, he introduced a cool campaign method for the 10th anniversary project of SMAP, one of the leading Japanese pop groups. Bringing the new perspective that ‘a pop group is the brand’, Kashiwa re-positioned SMAP and created a communication strategy with a unique visual identity used on the CD jacket design and a variety.

Kashiwa Sato experimented new communication strategy. Denying traditional advertising campaign, he introduced a cool campaign method for the 10th anniversary project of SMAP, one of the leading Japanese pop groups. Bringing the new perspective that ‘a pop group is the brand’, Kashiwa re-positioned SMAP and created a communication strategy with a unique visual identity used on the CD jacket design and a variety.