Timed with Japan’s Hanami season and the cultural period of Shinseikatsu (新生活), Crocs' “New Life” campaign was designed to resonate with the annual moment of transition, when people start new schools, jobs, or lives in unfamiliar cities. This period is rich with emotion—anticipation, vulnerability, and hope—and deeply rooted in cultural rituals such as cherry blossom viewing. The creative brief called for a celebration of self-renewal, while also reflecting on Japan’s aging population and the idea that reinvention and new beginnings aren’t just for the young.
We brought this to life through a digital-first campaign featuring three inspirational “granfluencers”: Harumichi Shibasaki (a painter turned YouTuber), DJ Sumirock (a gyoza chef turned DJ), and Kyouka no Baaba (a programmer turned comedy influencer). Each talent personalised their Classic Crocs with Jibbitz charms that reflected their passions and shared words of encouragement to those embarking on their own “new life.” With a mix of hero films, BTS Reels, and social carousels, the content tapped into Japan’s seasonal rituals while powerfully subverting age-related expectations—proving that the most stylish new steps in life can be taken at any age, and always in comfort.
Translation
"I’M HARUMICHI SHIBASAKI"
SUPER: SHIBASAKI HARUMICHI
"I STARTED PAINTING AT HOME"
"NOW I PAINT FOR THE WORLD:
SUPER: FROM AN ART TEACHER TO YOUTUBER
SUPER: FROM AN ART TEACHER TO YOUTUBER
"I’M DJ SUMIROCK"
SUPER: DJ SUMIROCK
"I ONCE WAS A GYOZA MASTER..."
"BUT NOW…I’M A DJ"
SUPER: FROM A GYOZA MASTER TO A DJ
"I’M KYOUKA NO BAABA"
SUPER: KYOUKA NO BAABA
"I ONCE WAS AN ENGINEER"
"NOW I’M A COMEDY INFLUENCER"
SUPER: FROM A PROGRAMMER TO AN INFLUENCER
SUPER: TAKE A NEW STEP
LOGO: Crocs
