|Product / Service||HARU.ROBINSON|
|Category||A02. Use of Social / Digital Platform|
|Entrant||ENJIN Tokyo, JAPAN|
|Idea Creation||ENJIN Tokyo, JAPAN|
|Production||ENJIN Tokyo, JAPAN|
|Shiro Nomura||ENJIN Inc.||CREATIVE DIRECTOR|
|Jun Arikawa||ENJIN Inc.||PRODUCER|
|Kei Ikeda||ISAI||MOVIE DIRECTOR|
|Yuichi Ohno||Kaminaritune Inc.||SOUND PRODUCER|
|Yudai Komatsu||Kaminaritune Inc.||A&R / MANAGER|
|Masayoshi Matsuzaki||Freelance||CAMERA OPERATOR|
|Yousuke Toyoda||ROOSTER Co.||HAIR AND MAKE-UP|
|Maki Tsubono||avex planning&development||CASTING|
|Kazushige Takebayashi||SHA Inc.||ART DIRECTOR|
|Natsuki Isa||SHA Inc.||DESIGNER|
|Mai Abe||AUR Inc.||PR PLANNER|
By fusing features of YouTube and Instagram, we offered a completely new music experience called YOUSTAGRAM. Pressing any of five filter buttons we added to the left side of the YouTube interface instantly changed the color of the video. And buttons on the right side let users access making-of movies, videos from different angles, and a karaoke mode with subtitles in English and Japanese. Although YOUSTAGRAM is an unofficial YouTube feature, users can experience it on the official YouTube interface when using the Chrome browser.
YOUSTAGRAM lets users choose any of 10 settings. These include five color settings (NORMAL, VIBRANT, SOFT, GRAY, SEPIA), iPhone (making-of), ARC (semi-circling around a subject), ZOOM (zooming on vocalist), JAPANESE and ENGLISH. The language settings are for lyrics and guitar chords. By experimenting, music fans can find their favorite color tones and angles.
Despite spending nothing on advertising, and only 1 million yen on total production costs, the YOUSTAGRAM video was posted by more than 100 media outlets including Japan's largest online news site, Line News, and reached 1.6 million SNS accounts. Within 6 month of its release, the movie became a hot topic with over 100,000 cumulative views.
Our mission was to create a brand-new music experience through advanced technology. Could the color of a favorite artist's music video be changed as easily as a photo on Instagram? By letting users control how to view content, we pursued new possibilities in music enjoyment.
YOUSTAGRAM uses official YouTube functions to provide unofficial functions. An official annotation function allows quick jumping to any frame of another YouTube movie. So we packaged 10 versions of the same movie and used annotation to jump to another version when the user clicks a button.