Situation

- Sumitomo Metal Mining developed a new material technology that converts light to heat. Facing the challenge of presenting this complex material to the public and connecting with consumers, the agency was tasked with rebranding this material technology. Our strategy created the brand "SOLAMENT" and redefined the target market, finally realizing an unprecedented combination of metal mining and fashion.

The challenge the brand/business was facing

- Initially, this chemical was too specialized for end-users and seen merely as a heat-blocking film for car windows by potential business customers. Its multifunctionality also made it challenging for the developer to effectively market it.

Objectives

1. Harnessing SOLAMENT material technology's potential in fashion, gaining consumer recognition.

2. Material innovation enables a sustainable and responsible society.

"A hollow down jacket harnessing power of sunlight." It is one of the most responsive garments in the world and instantly generates heat upon exposure to sunlight, eliminating the need for traditional feathers. Its warmth surpasses that of conventional down jackets.

It is crafted from SOLAMENT, a material technology brand, which has the ability to absorb "near-infrared rays". By using this, we can create highly functional clothing that not only keeps us warm but reduces our reliance on valuable resources. This material has the potential to become the mainstream of the future era.

We symbolized material technology and expanded it into a consumer-facing brand named "SOLAMENT". Despite possessing superior technology, our client, an upstream industry player, faced a weak business position. We proposed transformative brand development to install the technology's value in society. We started this challenge by targeting general consumers and beginning with the apparel industry, the world's second-largest polluter.

To begin, we conducted a thorough analysis of Japan's socially and environmentally conscious leader segment, estimated at about 12% of the population, to undergo a modern brand transformation. We discovered that various industries face constraints and boundaries due to demands for environmental and ethical considerations. As a brand with the will to pioneer the future, we developed the purpose "Illuminate New Possibilities." By materializing it as the prototype "Down-Less Down Jacket," we aimed to embody the potential energy of light inherent in SOLAMENT's characteristics, transcending limitations together with people and society.

-Implementation

-Brand development for material technology

-Prototype production（total implementation from planning to completion）

-Web

-Development of B2B business tools

-Exhibition design including SXSW

-Timeline

Strategy building 2-3 months, Prototype production 2-3 months

-Placement

Japan Mobility Show, SXSW

-Scale

Sumitomo Metal Mining has relaunched a chemical it developed as a material technology under the brand SOLAMENT. We crafted SOLAMENT's business strategy, purpose, naming, and logo. The epitome of this vision, the prototype ""Down-Less Down Jacket,"" was built from scratch and unveiled at SXSW, the world's largest tech and innovation expo. This prototype vividly demonstrated SOLAMENT's potential to deliver sustainable manufacturing to forward-thinking consumers and business professionals.

Value added to brand

Previously unknown to the general consumer, this material has now gained wide recognition and empathy that can change the future.

Value for consumer

- Experience an unprecedentedly warm down jacket.

- Lighten up for winter sports and outdoor activities.

- Enables apparel production without sacrificing animals or resources, offering a more ethical choice.

Reach/cultural impact

This project achieved a global reach exceeding 3.8 billion, expanding worldwide. SOLAMENT's innovative potential extends beyond fashion, promising to help reduce carbon emissions in architecture, agriculture and automotive industry.

Brand Perception

We unveiled the prototype at SXSW, the world's largest tech and innovation expo. Impressing forward-thinking consumers and business professionals for sustainable manufacturing. This material gained wide recognition and empathy as a game-changer for the future.

Sales: 500% new business lead acquisition

Achievement against brief: Branding expanded awareness and empathy, attracting outdoor and infrastructure industry clients

Other KPI: 3.8 billion impressions worldwide