YOUSTAGRAM

Bronze Spike
ClientKAMINARI TUNE
ProductHARU.ROBINSON
EntrantENJIN Tokyo, JAPAN
Type of EntryMusic & Brands
CategoryA06. Use of Music Streaming Platform / Video Hosting Service / App
TitleYOUSTAGRAM
Product/ServiceHARU.ROBINSON
Entrant ENJIN Tokyo, JAPAN
Idea Creation ENJIN Tokyo, JAPAN
Production ENJIN Tokyo, JAPAN

The Campaign

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.

Creative Execution

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.

Credits

Name Company Position
Shiro Nomura ENJIN Inc. CREATIVE DIRECTOR
Jun Arikawa ENJIN Inc. PRODUCER
Kei Ikeda ISAI MOVIE DIRECTOR
Haru.Robinson Kaminaritune Inc. ARTIST
Yuichi Ohno Kaminaritune Inc. SOUND PRODUCER
Yudai Komatsu Kaminaritune Inc. A&R / MANAGER
Masayoshi Matsuzaki Freelance CAMERA OPERATOR
Naoyuki Katagi Freelance LIGHTING
Momose Go Mongo!! STYLIST
Yousuke Toyoda ROOSTER Co. HAIR AND MAKE-UP
CRE8BOY Freelance CHOREOGRAPHER
Takuro Kakefuda Freelance DANCER
Kyo-hey Freelance DANCER
TAKA Freelance DANCER
MISKI Freelance DANCER
Maki Tsubono avex planning&development CASTING
Kazushige Takebayashi SHA Inc. ART DIRECTOR
Natsuki Isa SHA Inc. DESIGNER
Mai Abe AUR Inc. PR PLANNER
Links
Video URL