Pre-Loved Ancestral Apparel

The challenge is enormous

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.