| Title | LET YOUR HEART LEAD THE WAY |
| Brand | JAPAN TOURISM AGENCY |
| Product / Service | JAPAN TOURISM AGENCY |
| Category | A01. Artist in Partnership with a Brand or a Cause |
| Entrant | DENTSU ONE Taipei City, CHINESE TAIPEI |
| Idea Creation | DENTSU ONE Taipei City, CHINESE TAIPEI |
| Name | Company | Position |
|---|---|---|
| Judy Tao | Dentsu One Taipei | Chief Creative Officer |
| Hayley Wen | Dentsu One Taipei | Group Creative Director |
| Ben Chung | Dentsu One Taipei | Associate Creative Director |
| Rex Chen | Dentsu One Taipei | Art Director |
| Winnie Cheng | Dentsu One Taipei | Copywriter |
| Timothy Yeh | Dentsu One Taipei | Copywriter |
| Ivy Lin | Dentsu One Taipei | Director |
| C.H. kaku | Dentsu One Taipei | Senior Account Director |
| Shinning Huang | Dentsu One Taipei | Associate Account Director |
| Jenny Lin | Dentsu One Taipei | Account Manager |
| Sandra Lin | Dentsu One Taipei | Account Manager |
| Randy Tang | Dentsu One Taipei | Account Supervisor |
| Emiri Senga | Dentsu One Taipei | Account Executive |
| Yang Zhong Fan | Boku | Director |
When getting older, Most of the people lost the courage to travel. The courage to live up to your commitments. The courage to go on a spontaneous trip. The courage to visit new places. Our IDEA: Let your heart lead the way Don’t wait until someday. Don’t wait until it’s too late. Now let your heart lead the way.
We’ve published the music video on Youtube, and simultaneously released the song on Spotify, iTunes and KKBox. In addition, we’ve invited A-Lin to participate the flash-mob events in various areas to encourage people to follow their hearts in daily life, and discover the extraordinary abundance of it. By getting the song online and launching the online travel exposition, we encouraged people to travel in Ch?goku region, Japan.
In 2 months, 1,124,297 views 461,388 page views 94,049 tourist arrivals
How to draw the consumers’ attention to take a trip to the remote Ch?goku region in Japan? The trip to Ch?goku region, no plans needed, we encourage the consumers to let their hearts lead the way. The dramatic music video contains multiple elements such as brand philosophy, story and performance of an Asian singer. We encourage consumers to just follow their hearts and leave no regrets. Don’t wait till it’s too late, let you heart lead the way and travel now!
We worked with Asian love song singer A-Lin to release “Let your heart lead the way” single and we filmed the MV in Chugoku region. The MV tells a story about traveling and losing. The old man regretted the unfulfilled promises which encouraging people to let the heart lead the way to go on a spontaneous trip.