STRATEGY
We wanted to create a character with real earnestness & sincerity and engage with pure joy, complete with a unique attitude.
In the heartland area, the heart must come out ahead of commercialisation. What we’ve seen in the retail sector is an emphasis on getting shoppers to be impressed and be enticed with promotions after promotions. The heart is missing. So is the joy. The simplest of joy… of finding what you need and getting your hands on what you desire. Round the corner, in the neighbourhood.
So we thought, let’s make people smile. Because happiness still exists. Not faraway in town. But just a stone’s throw away. Happiness is not needing to go far to find the things close to your heart.
Happ1ness is round the corner!
