Brief Explanation

BEAMS is a fashion retailer born in Tokyo. Since 1976, curating not only clothes, but also music, sundries, art and more, it has aimed to inspire the hipsters and shape youth culture. To convey the ethos in 40th anniversary, we launched a project to compile 40 years history of Tokyo culture. We created a timeline of Tokyo culture from 1976 to 2016, covering styles, clothes, brands, hairstyles, music and movements. Then, we compiled all into a one-shot music video, featuring “Boogie Back”, a Japanese anthem loved over generations. Moreover, we published a book which explains each item, movement, and culture in more details. It was also featured on outdoor ads, in physical stores, SNS, and more. Millions of people rediscovered the excitement of enjoying the ever-changing culture. 11 Million views on Youtube 3.2 million dollars of media publicity 100,000 shares on social media