Rack It Up.
Rakuten had focused on introducing their brand in North America but had not yet established their unique identity. Through a broadcast campaign accompanied by out-of-home executions across major cities in the US and Canada, Standard Black was able to communicate not only what Rakuten does, but who they are as a brand.
The goal for this campaign, first and foremost, was awareness. Not only name recognition, but also an awareness of what Rakuten is, and what it does. Previous work had focused either on connecting the brand with consumers, or name recognition. We set out to do both simultaneously.