Product / ServiceLYRICAL SCHOOL
CategoryA08. Excellence in Music Video
Idea Creation TBWA\HAKUHODO Tokyo, JAPAN
Production AOI PRO Tokyo, JAPAN


Name Company Position
Kazoo Sato TBWA\HAKUHODO Chief Creative Officer
Satoshi Chikayama TBWA\HAKUHODO Creative Director
Norihito Takahashi TBWA\HAKUHODO Copywriter/Planner
Nobuhiro Arai TBWA\HAKUHODO Copywriter/Planner
Yoshihiro Kono TBWA\HAKUHODO Art Director/Planner
Kazuaki Kuribayashi TBWA\HAKUHODO Buzz Machine
Hiroyuki Tanaka TBWA\HAKUHODO Account Executive
Ryohei Kumamoto Aoi Pro. Director
Keisuke Mizusako Aoi Pro. Producer
Ryo Tsuchiya Aoi Pro. Production Manager
Tokio Kasahara Aoi Pro. Production Manager
Hiroki Watanabe Freelance Cameraman

The Campaign

Our idea was the world’s first native mobile music video (Mobile dedicated music video). It was tailored to be seen on your mobile device. The artists perform their song within the realms of email, smartphone camera, SNS and other UI that the viewers use on a daily basis. The viewer experience is as if the artists themselves have hijacked their smartphone.

Creative Execution

The smartphone is the most universal and relevant media in this day and age. So therefore, the music video and its execution itself must bring about relevant surprises to viewers. 1. We used the smartphone for all filming. Create and imbue a sense of familiarity and relevancy for the target/smartphone users. 2. Utilize the apps used by viewers every single day. We utilized the app UI in production. The viewers are lulled into a sensation that their smartphone itself has been hijacked. 3. Placement of filmed footage on SNS. All SNS posts seen on the video were real posts actually made. There is an undeniable realty in the footage. 4. Expression that can be recreated. There are no computer graphics at all. All the footage can be recreated entirely on anybody’s smartphone. The viewers undergo an experience as if they themselves are controlling the video at their own fingertips.

The average music video play count until now was about 80,000. However, within the first 5 days of release, this video got 1,300,000 views. It got first place in Twitter trend rankings and shared more than 40,000 times. YouTube, vimeo, and twitter official accounts showcased the video. We can safely say that we created a game changer for the music video field.

We created a new kind of music entertainment. The kind that can be experienced just by tapping your fingers on your smartphone screen. We did away with the inherited notion that music videos must be created in 16:9 ratio for the TV or PC screen. We made a dedicated-for-the-smartphone-screen music video. We created new forms of expression made possible only by the vertical screen. A new kind of experience that draws the audience in… an experience where you really feel like you are communicating with the artists on screen. This is beyond mere ‘viewing’, this is direct engagement.

The target audience are youth in their 10’s and 20’s. They enjoy connecting with the wider world and watching videos and movies, not via TV or PC, but via smartphones. ?*Include data and figures…how many hours target spend on their smartphones etc..? We also know that the target are enjoying movies daily on Twitter and Vine, not with a horizontal screen but vertical screens. We focused on this major shift in media enjoyment. We cast away all previous notions of music video engagement and focused our targeting entirely on mobile users and their worldview. Our strategy was to create a vertical screen music video as platform.

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