TOKYO CULTURE STORY

Gold Spike
TitleTOKYO CULTURE STORY
ClientBEAMS
Product / ServiceBEAMS
CategoryA08. Use of Licensed or Adapted Music
EntrantSIX Tokyo, JAPAN
Idea Creation SIX Tokyo, JAPAN
Idea Creation 2 HAKUHODO INC. Tokyo, JAPAN
Production AOI PRO. INC. Osaki, Tokyo, JAPAN
Additional Company COSMO COMMUNICATION Tokyo, JAPAN

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

Credits

Name Company Position
Keiichi Motoyama SIX Inc. Creative Director
Hironobu Tsuchiya Hakuhodo Inc. Art Director
Hitoshi Sakamoto Hakuhodo Inc. Copy Writer
Yuta Okuyama Hakuhodo Inc. Film Planner
Yusuke Amagai Hakuhodo Inc. Interactive Planner
Ryunosuke Goto Hakuhodo Inc. PR Director
Shun Ogiso Hakuhodo Inc. PR Planner
Links
Video URL