45R Denim Karuta
Open the game- Brand
- 45R
- Year
- 2025
- Objective
- Awareness
- Industry
- Fashion
- Platform
- Mobile web
- Agency
- COPILOT Inc.
- With
- SHIFTBRAIN Inc.
- With
- ingraft Inc.
Objective
45R, a Japanese denim manufacturer with over 30 years of heritage, sought to communicate their unique denim philosophy and brand culture through entertainment. The brand aimed to make denim craftsmanship engaging for audiences by transforming decades of accumulated design knowledge and production expertise into an accessible, playful digital experience that celebrates their brand identity.
Solution
SHIFTBRAIN created an online karuta—a traditional Japanese card matching game—featuring 45 illustrated cards designed by Keiji Yano. Players progress through 5 rounds of interactive gameplay: reading descriptions about 45R denim facts, then identifying and dragging corresponding cards to match. Gameplay yields a skill rating from beginner to 'Denim Master,' and players unlock a 45R Denim Encyclopedia with all cards and related product information. The experience was optimized for mobile with custom sound design and animations; the collaborative team included SHIFTBRAIN (lead design), COPILOT Inc. and ingraft Inc. as partners.
Results
The campaign won Site of the Day on Awwwards (March 30, 2025, score 7.34/10 with Animations/Transitions at 8.60/10) and Website of the Day on CSS Design Awards (March 10, 2025, Judge's Score 8.49/10 with UI Design 8.71/10, UX Design 8.11/10, and Innovation 8.64/10). Two judges assigned perfect 9.0 scores across all categories.
