Title | BELL |
Brand | WARNER MUSIC JAPAN |
Product / Service | ANDROP |
Category | A10. Typography |
Entrant | PARTY Tokyo, JAPAN |
Entrant Company: | PARTY Tokyo, JAPAN |
Design/Advertising Agency: | PARTY Tokyo, JAPAN |
Name | Position |
---|---|
Masashi Kawamura/Qanta Shimizu | Creative Director |
Masashi Kawamura/Qanta Shimizu/AID-DCC | Film Director |
Saqoosha/Qanta Shimizu | Technical Director |
Saqoosha/Takanobu Izukawa | Programer |
Yuri Morimoto | Designer |
Taichi Ito | Assistant Designer |
Yusuke Tominaga | Producer |
Sawako Ito | Project Manager |
Aya Yamamoto | Motion Designer |
Daiki Koyama | Assistant Motion Designer |
Aya Yamamoto/Yoshiyuki Odajima | Cg Designer |
Takayuki Kitai | Assistant Cg Designer |
Takeshi Nakamura | Film Producer |
You Tanaka/Takayuki Kitai | Film Assistant |
AID-DCC Inc./Katamari Inc. | Digital Production |
PARTY | Creative Agency |
The objective of the project was to come up with a new music video & online experience for the song 'Bell' by the Japanese band 'androp'. We wanted to appeal to the young & tech savvy fans of androp. *please play the music video game on: http://www.androp.jp/bell/ as well as watching the case study video.
Warner Music Japan asked us to create an interactive music video experience for the Japanese band androp's new single 'Bell'.
The song Bell sings about communication, and the difficulties in expressing your true emotions, so we came up with an idea that turns the act of delivering a message into entertainment. When you arrive at the site, you can type in any message and send it to your friend via Twitter. It transforms into an animal, which you control through a world that is synched to the music.
The music video game spread all over the web via Twitter, and raised high awareness to the song, bringing the song up to 6th place on the music chart. At the peak time the game was played over 10,000 times and average time spent recorded over 2 minutes. So far, the game was played more than 250,000 times and most of those plays were shared via Twitter and successfully created the buzz. The site has also been recognized internationally and was chosen as Site of the Month on FWA, and received the Tokyo TDC award.