Bobson is a Japanese brand trading in Manila. The name Bobson was given by its Japanese founders in 1972 to make the brand feel more American. However, over the years the reputation of quality Japanese denim started to grow. Our agency was tasked to leverage this heritage and re-brand Bobson Jeans as Pure Japanese Denim. For our first video, we decided to start simply, with just Bobson's name spoken in Japanese.