Approach: Kingsland created a strategic grounding for the program in the statement “Defy Definition.” Very early on, we decided on an AAPI target consumer and a program that would explore the AAPI experience through a global lens. Defy Definition – Haku’s first major brand campaign – launched in West Coast markets with a focus on Los Angeles in Q2 2021. The campaign took an honest look at the Asian American experience, one that cannot be defined or packaged neatly with a bow. Launch content with profiles of tattoo-icon-turned-skincare-maven Dr. Woo and “The Golden Girl of Wellness” Candice Kumai as well as celebrity and influencer-led seeding, a charitable give-back component to support the small businesses of Little Tokyo in Los Angeles and #STOPASIANHATE, with fundraisers hosted by both of our launch partners. Finally, a strategic partnership with Nobu restaurants and hotels, including prime real estate in the brand’s inaugural print magazine, continued to amplify the message behind Haku’s inception: to respect tradition enough to improve upon it.