McCann Japan and SAFARI Debut the Second Life Social Commerce Platform
Kanesa David — May 23, 2024 — Fashion
References: eng.mccannwg.co.jp & campaignbriefasia
McCann Japan is working with SAFARI to launch a new social commerce platform called 'Second Life.' 'Second Life' aims to connect older and younger generations by helping the elderly dispose of excess items through vintage and pre-loved marketplaces. Inspired by the Japanese tradition of "shukatsu," translating to end-of-life decluttering, 'Second Life' provides younger shoppers with a platform to discover secondhand items while learning the personal stories behind each garment and its previous owner.
“When we interviewed elderly people about their memories related to the clothing, their faces lit up with joy. So, we decided to use their words as prompts for an AI-generated image. The art direction is composed of soft, pastel colors to create a nostalgic, gentle and warm atmosphere,” said Kazz Ishihara, ECD, McCann Worldgroup.
Image Credit: McCann Japan
“When we interviewed elderly people about their memories related to the clothing, their faces lit up with joy. So, we decided to use their words as prompts for an AI-generated image. The art direction is composed of soft, pastel colors to create a nostalgic, gentle and warm atmosphere,” said Kazz Ishihara, ECD, McCann Worldgroup.
Image Credit: McCann Japan
Trend Themes
1. Secondhand Vintage Platforms - Emerging platforms like 'Second Life' blend technology and tradition to facilitate the sale of pre-loved items, enriching the marketplace with personal histories.
2. Generational Connection Commerce - Platforms that bridge older and younger generations foster emotional engagement and storytelling in shopping experiences.
3. AI-generated Nostalgia Art - Utilizing AI to create nostalgic art from personal memories offers a personalized and emotive touch to digital marketplaces.
Industry Implications
1. E-commerce - The e-commerce industry stands to benefit from integrating storytelling and personal history into the shopper's experience.
2. Fashion Retail - Fashion retailers can tap into the trend of preloved apparel to appeal to environmentally conscious and nostalgic consumers.
3. Artificial Intelligence - AI's role in generating personalized, nostalgic art presents new avenues for digital advertising and customer engagement.
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