Briefadidas is re-launching its Originals ‘Safety’ range exclusively for JD Sports, a line originally created for Japanese workers in the 80s. We had to create an idea for this cool urban clothing under the ‘Celebrate Originality’ theme. The story behind the collection was all we needed, the proposition was thus: ‘originally inspired by life in Japan’.Solution The idea was to celebrate the originality of Japanese culture. It’s about a (fictitious) service that’s popular in Japan for couples whose love has died. Akira runs the “No Sad Big Smile” break up service. He is a personal messenger who delivers messages of termination between (soon-to-be-ex) loved ones. His job is therefore simple but dangerous. Our film follows his life and the dangers he faces. Akira knows that love hurts, so he stays safe with adidas safety gear. The idea was brought to life in cinema and seeded online, with the campaign hub at nosadbigsmile.com.