VOICE OF TOKYO

TitleVOICE OF TOKYO
BrandTOKYO FM BROADCASTING CO., LTD.
Product / ServiceRADIO STATION
CategoryG06. Photography / Curation of Images
EntrantOGILVY & MATHER JAPAN Tokyo, JAPAN
Idea Creation OGILVY & MATHER JAPAN Tokyo, JAPAN

Credits

Name Company Position
Ajab Samrai Ogilvy & Mather Japan GK Chief Creative Officer
Ajab Samrai Ogilvy & Mather Japan GK Executive Creative Director
Ajab Samrai Ogilvy & Mather Japan GK Creative Director
Ricardo Adolfo Ogilvy & Mather Japan GK Creative Director
Ricardo Adolfo Ogilvy & Mather Japan GK Copywriter
Andy Fenning Ogilvy & Mather Japan GK Associate Creative Director
Andy Fenning Ogilvy & Mather Japan GK Art Director
Andy Fenning Ogilvy & Mather Japan GK Retoucher
Maiya Wiester Ogilvy & Mather Japan GK Art Director
Maiya Wiester Ogilvy & Mather Japan GK Typographer
Mayu Kawase Ogilvy & Mather Japan GK Copywriter
Rie Kawai Ogilvy & Mather Japan GK Producer
Akihiko Kubo Ogilvy & Mather Japan GK Account Director
Kenichi Sonehara Parade Photographer
Sayaka Beauty Lab Make-up Artist

The Campaign

To visually showcase that Tokyo “talks” through Tokyo FM we turned a pair of lips into a beautiful canvas. On this canvas, miniature lipstick art illustrations were painted representing the themes talked about every on the radio’s programs. A super close up of the mouth and the seamless combination of the lipstick art illustrations on the stunning lips, resulted on powerful iconic images where the graphics carried 90% of the message. The headlines: The voice of Tokyo art; The voice of Tokyo food; The voice of Tokyo love; The voice of Tokyo seasons and The voice of Tokyo culture, wrapped the posters with modern handwritten Japanese calligraphy further reinforcing the message that Tokyo FM is the true voice of the city.

Creative Execution

For the execution of the Voice of Tokyo campaign we turned a pair of stunning lips into a canvas. The graphical angle taken on the lips was inspired by the masters of fashion and beauty photography. The mouth was photographed extremely close to create a minimalistic iconic element. Different lips’ positions with subtle different expressions were carefully composed, to give the illustrations a unique life of their own. We then used lipstick art techniques to paint miniature illustrations representing the themes talked about every day on the radio’s programs. To make the posters even more likable, the skin of the models was meticulously treated and art directed as it was the frame of a piece of art. The result was a series of striking posters that say what Tokyo FM is all about, in a genuinely sexy, fashionable and young way.

Indication of how successful the outcome was in the market

The impact has yet to be recorded as the campaign only went live in April.

The platform strategy was to turn Tokyo FM from the Sound of Tokyo into the Voice of Tokyo, exploring the intrinsic characteristics of Tokyo FM programs that constantly pursue, research and broadcast the true pulse of the city, with creative reportages, unique guests and unexpected takes on the trendiest subjects. We’ve re-instated, in the most direct way, that Tokyo FM is the authority when it comes to art, culture, travel, food, seasons, love, the subjects that Tokyoites most care about. To best reach the young urban audience, aged from 18 to 32, the campaign was launched with posters on sites with high traffic, several touch points owned by the Tokyo FM group throughout the city and counterpart media exchanges.