SINGING NATURE

TitleSINGING NATURE
BrandAVEX MANAGEMENT
Product / ServiceNEW MUSIC PROMOTION FOR SHINICHI OSAWA
CategoryA07. Use of Music Technology and/or Innovation
EntrantJ. WALTER THOMPSON JAPAN Tokyo, JAPAN
Idea Creation J. WALTER THOMPSON JAPAN Tokyo, JAPAN
Production AOI PRO. Tokyo, JAPAN
Contributing NICOLAI BERGMANN FLOWERS & DESIGN Tokyo, JAPAN
Contributing 2 SIGNAL Tokyo, JAPAN

Credits

Name Company Position
Kohei Kawasaki J. Walter Thompson Japan Senior Creative Director / Communication Planner
Yuhei Takeyama J. Walter Thompson Japan Art Director
Yongbom Seo J. Walter Thompson Japan Account Supervisor
Mitsuru Sato J. Walter Thompson Japan Planning Manager
Yusuke Mochizuki J. Walter Thompson Japan Senior Art Director
Kazuaki Endo J. Walter Thompson Japan Account Executive
Yuki Honda Onion Inc. Producer
Tomohiko Nakano J. Walter Thompson Japan Creative Producer
Keiji Koga All Nippon Airways Co., Ltd. Inventor
Nicolai Bergmann Nicolai Bergmann Flowers & Design Flower Artist
Takuya Utsumi AOI Pro. Inc. Film Production Manager
Takehiko Nishizawa LIGHT THE WAY Inc. Film Director
Kazuharu Tabuchi Freelance Cinematographer
Toru Ohgane G. Graphic Designer
Toru Nonaka SIGNAL, Inc. PR Director
Yuki Kobayashi SIGNAL, Inc. PR Assistant Director
Miki Isogai SIGNAL, Inc. Media Promoter
Rieko Matsunaga SIGNAL, Inc. Media Promoter
Junko Morinaga SIGNAL, Inc. Media Promoter
Sechan Lee PuR Global Entertainment Casting
Kaori Sakai J. Walter Thompson Japan Casting
Aya Sumimoto GiGGLE inc. Hair & Make
Keiko Oikawa Freelance Stylist
Emi Uto Freelance Stylist
Rinka Miyamoto PuR Global Entertainment Model
Ayuri Yoshinaga ADESSO co., ltd. Model
Kazuyoshi Kato J. Walter Thompson Japan Web Developer

The Campaign

"Singing Nature" Nature takes on a voice to sing. Instead of noisy advertisements that clutter the town, the concept of "photosynthesis" was realized through a promotion utilizing Nature itself as the Advertising Media.

Creative Execution

The technology that turns plants into speakers. Devices placed at the stems transmit vibrations that create the sound, to the leaves and flowers. Selected monocots, from the infinite selection of plants, that resound sounds well and are ideal for becoming speakers. At the launch event, participants listened to the voices and took in the music of Shinichi Osawa, designed around nature, with their whole body.

A new musical experience, with the theme of nature, has taken form from this event. Gained countless SNS posts: "A wondrous place where music sounds from plants" "Beyond words. The healing feeling being engulfed by nature." "I can hear sounds coming from the leaves!"

Instead of noisy advertisements that clutter the town, the concept of "photosynthesis" was realized through a promotion utilizing Nature itself as the Advertising Media.

Targeting not only music fans but also everyone got tired of city life, the therapeutic Nature is used as the "Advertising Media" for executing communication.

Links

Supporting Webpage