︎ Co:Labs is one of the biggest event/lifestyle brand in Japan. Defy The Rules is their biggest campaign to date. It aimed to challenge local stereotypes, by showcasing different characters that are defying the norms everyday.
Local Campaign - Japan
Each persona was tackling different stereotypes within the japanese community, from a foreigner that speaks and writes perfectly japanese, to a monk that also performs as a hip-hop artist.
Each character got their own episode, where they exemplified how defying the norm became the definition of satisfaction in their lifes.