Snack-food company giant Koikeya has launched a new advertising campaign celebrating those who dare to be different. The ‘Hamidashi Purojekuto/Standout Project‘ encourages Japan’s youth to be proud of their individuality and the things that makes them different from the rest; qualities that company says are similar to how they keep coming out with innovative products. Koikeya has chosen idol group Atarashii Gakkou no Leaders to be the face of the campaign, but the weren’t they only ones at the press conference showing their support. Take a look at Atarashii Gakkou no Leaders’ PV ‘Gakko ike ya‘ filmed for the project and see more of the campaign’s supporters.
Popular Harajuku models Peco and Ryucheru were also there for the launch of the project. The two spoke about their personal experiences of sticking out in their school days; with Peco having to wear a black wig because she dyed her hair blonde and Ryucheru greeting his teachers and principal while dancing to music like Justin Bieber or Lady Gaga.
The music video isn’t the only thing Koikeya has planned. A special collaboration pop-up store between Atarashii Gakkou no Leaders and galaxxxy in Shibuya109 will open August 1st. The girls will continue to be the face of the store for the rest of the summer season. Atarashii Gakkou no Leaders will also be taking their act on the road. A contest is now open for them to come and perform at different schools to instill the ‘hamidashi spirit’ in students. A special website dedicated to the project has launched.