"Life to the Power of R" is the first-ever North American campaign from Rakuten as it introduces its brand and its e-commerce loyalty program to U.S. and Canadian consumers. Two TV spots directed by Vania & Muggia -- the acclaimed duo known for their videos for Coldplay, Bob Dylan and DJ Snake -- immerse the viewer in a stylish world in which two young women explore and manifest their desires in life with nothing in the way. With the campaign, Rakuten is introducing itself as a premium lifestyle brand to savvy consumers who want to be rewarded for their shopping in a way that facilitates their passions in life. Agency: Duncan Channon
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