The campaign centres around a documentary film, entitled Tokyo Rising, which sees the musician taking to the streets of Tokyo to uncover the city's hidden treasures, speaking with resilient locals in the aftermath of the huge earthquake that hit the region earlier this year.
The film seeks to throw light on the spirit of Tokyo's creative class and provide insight as to how they are shaping their own vision of its future in the wake of extreme adversity. Pharrell can be seen interviewing local acts, such as rapper Verbal of the Teriyaki Boyz and electropop band the Trippple Nippples in the video series.
"Palladium's core message is about urban exploring and putting your boots on to find out what's beyond the tourist guidebook," said Barney Waters, vice president of marketing for Palladium.
Pharrell Williams will explore Tokyo's rich underground subculture, whilst wearing footwear from the new Palladium boot collection.
"Tokyo is my second home and I jumped at the chance to come back and reconnect with friends during the exploration," said Williams.
Ads will run both in print and online, appearing in magazines such as SPIN, Vice and VIBE and across ad placements on YouTube and Facebook.
News from the world of brands and music by FRUKT Communications. The leading music, entertainment and lifestyle marketing agency. For more information see www.fruktcomms.com, or to contact our editor email giles@fruktcomms.com
Please note: This news reporting does not relate to work undertaken by FRUKT Comms for its clients.
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