A collaborative campaign between Ted Baker Tokyo and The Japan Red Cross.

 

The concept is for the British brand to show warmth in Japan by gifting back. This is done through people in store nominating three freinds to recieve TB postcards in the mail, offering a QR link to the App for further information on the 5% to Japan Red Cross promo. 

 

The campaign is hallmarked with the symbolism of the Red Dot reflecting the Japanese flag, The Red Cross and the Ted Baker logo. 

It also subtly suggests that it's not about selling beauty or fashion.