| Title | THE DYSTOPIA EXPERIENCE |
| Brand | SONY MUSIC ENTERTAINMENT |
| Product / Service | AMAZARASHI |
| Category | A08. Media / Entertainment |
| Entrant | SIX Tokyo, JAPAN |
| Idea Creation | SIX Tokyo, JAPAN |
| Idea Creation 2 | HAKUHODO INC. Tokyo, JAPAN |
| Idea Creation 3 | HAKUHODO KETTLE INC Tokyo, JAPAN |
| Production | EPOCH Tokyo, JAPAN |
| Production 2 | FT Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Hiromu Akita | Freelance | Executive Creative Director |
| Keiichi Motoyama | SIX | Creative Director / Producer |
| Yuta Okuyama | SIX | Creative Director |
| Yusuke Shimizu | Hakuhodo Kettle | Creative Director |
| Masako Suzuki | Hakuhodo | Creative Director |
| Yu Kato | Hakuhodo | Installation Artist |
| YKBX . | Freelance | Art Director/Character Design |
| UKYO Inaba | EPOCH | Total Motion Graphics Director |
| Fumiya Kimura | Freelance | Motion Graphics Director/App Motion Director |
| Haruki Kawanaka | Freelance | Motion Graphics Director |
| Leol . | A4A | Motion Graphics Director |
| Takashi Tanaka | Freelance | Motion Graphics Director |
| Kyotaro Toyoda | Khaki | Motion Graphics Director |
| Nozomu Akazawa | Khaki | Motion Graphics Director |
| Radiosity . | Freelance | Motion Graphics Director |
| kaito . | Freelance | Motion Graphics Director |
| UDON . | Freelance | Motion Graphics Director |
| Yasuhito Matsuura | +Ring | Motion Graphics Director |
| omnibus japan | omnibus japan | Motion Graphics Director |
| koshi-kun . | Freelance | Motion Graphics Director |
| Lolico . | Freelance | Graphics Design |
| Satoshi Oshio | Freelance | Scriptwriter |
| Rieko Mita | Freelance | Scriptwriter |
| Fumiko Iino | EPOCH | Motion Graphics Producer |
| Daisuke Kobayashi | FT | Digital Producer |
| Shoichiro Arahari | FT | Technical Director |
| Mihoko Irie | Freelance | Digital Director |
| Koichiro Miyoshi | FT | Digital Director |
| Taro Tsujimoto | FUTUREK | Engineer |
| Tomoyuki Arima | Freelance | Digital Art Director |
| Shiori Miyano | FT | Digital Design |
| Risako Furukawa | FT | Digital Design |
| Maki Kawamura | FT | Digital Design |
| Kenji Hagihara | FUTUREK | Simulator Creator |
| Kenji Ichihara | Freelance | Demo Editing |
| Mina Ishikawa | FUTUREK | Test cooperation |
| Takeshi Hirose | FT | Test cooperation |
| Noriaki Hosaka | FT | Test cooperation |
| Aya Kikuchi | FT | Test cooperation |
| Chokko Araki | FT | Test cooperation |
| Kenji Takeda | FT | Test cooperation |
| Satoshi Yamazaki | FUTUREK | Test cooperation |
| Hideto Nagai | Freelance | Test cooperation |
| Eiji Ichikawa | Freelance | Shop Director |
| Yuka Okumura | Freelance | Shop Stylist |
| Ai Shibata | Freelance | Photography |
Amazarashi is a major Japanese rock band. Their satirical yet poetic lyrics criticize today’s digital media, and address issues such as the darkness lurking in social media and the value of life in an advanced information society. Their passion has won the band many fans. The mission was to translate the band’s values into an experience, to build solidarity, and to strengthen the connection between the band and its fans. The target audience was amazarashi’s listeners, and those with an interest in amazarashi’s music. By creating an interactive experience that highlighted the artists’ awareness of these social issues, our objective was to create an impact on the audience, and synchronize the band and its listeners.
We focused on the word hypersensitivity prevalent on social media, where any radical comment or controversial opinion sparks an uproar, and where mutual surveillance suppresses freedom of speech. Our mission was to alert listeners to the dangers of hypersensitivity on social media, to communicate amazarashi’s faith in the power of lyrics and speech, and to build solidarity with its message of "taking back your words".
First, we released a novel of the rock opera. It depicted a society that censored any controversial expressions, and the counteraction of the Resistance armed with smartphones. We brought this dystopia to real life. We released a censored lead single and music video. Noise was added to the songs, making it impossible to comprehend the lyrics.
On the day of the concert, the artists and their stage were censored with a square cage and all lyric visuals were censored. We gave them a hacking app that controlled the mobile flash and collectively generated giant light patterns capable of removing censorship.The united resistance of over 10,000 listeners led to the lead single finally being unveiled. "Take back your words! "The message of the lead single flooded the mobile screens.This immersive and interactive experience strongly engaged the musicians and listeners, causing them to make the issue their own.
- Almost all 10,000-plus concert attendees installed the app and joined the anti-censorship resistance. - Over 132K Tweets about this project - The music videos were played over 1 million times.