#Love will find a way

Title#Love will find a way
BrandSONY MUSIC
Product / ServiceMIREI TOUYAMA
CategoryA01. Excellence in Music Video
EntrantTOKYU AGENCY INC. Tokyo, JAPAN
Idea Creation TOKYU AGENCY INC. Tokyo, JAPAN
PR PLATINUM Tokyo, JAPAN
Production MONSTER TYO Tokyo, JAPAN

Credits

Name Company Position
Naotatsu Nozawa Tokyu Agency Inc. Creative Director
Hayato Okitsu Tokyu Agency Inc. Integrated Planner
Reina Abe Tokyu Agency Inc. Copywriter
Satoshi Kuramochi Tokyu Agency Inc. Planner
Takashi Matsumoto Tokyu Agency Inc. Planner
Yuko Nakahara Tokyu Agency Inc. Planner
Hideyuki Ueno Tokyu Agency Inc. Account Executive
Yuya Hamamura Platinum.inc PR Designer
Shin Sakai Platinum.inc PR Director
Hinari Doi Platinum.inc PR Planner
Asaho Mizuhara Platinum.inc PR Planner
Ryo Miyakawa monopo Creative Director / Front-end engineer
Tomoki Inaguma monopo Planner / Copywriter
Yousuke Kamihigashi Sony Music Solutions Inc. Art Director
Taiki Okuyama Freelance Art Director / Designer
Tsuyoshi Shichijo TYO INC.MONSTER Producer
Junya Yazaki TYO INC.MONSTER Production Manager
Ken Komaki TYO INC.MONSTER Production Manager
Hatsune Watanabe TYO INC.MONSTER Production Manager
Ayane Matsukuma TYO INC.MONSTER Production Manager
Takuya Okamoto TYO INC.MONSTER Production Manager
YP _ YURUPPE Director
Hiroki Yamada Freelance Cinematographer
Kentaro Hirabayashi Freelance Gaffer
minase _ Freelance Photographer
Ryo Ogawa Freelance Photographer
Tomoya Kawabe Freelance Photographer
moron_non _ Freelance Photographer
eichin _ LOVEGRAPH Photographer
Yusuke Adachi DIGITAL GARDEN Inc. Colorist
Nozomi Sana C studio Editor
Saki Hiroi TYO INC.MONSTER Editor
Aoi Ota Mk.9 Hair Make
Motoki Imota Mk.9 Hair Make
Miri Wada Freelance Stylist
Hatsune Nakagomi Freelance Prop
Mina Nakayama Freelance Prop

Background

April 7, 2020. Freedom was taken away from entire Japan by a new virus. To touch, to kiss, to make love, all were taken away. The number of cases continued to increase. Media claimed that this was caused by young people. But in fact, 90% of them refrained from going out and spent time with their loved ones in various ways to nurture their feelings. They are not the cause of the spread of viruses. They remind us of the thoughts and attitudes that we cherish even things change. We thought it is necessary to prove this to the world.

Describe the creative idea

In the Covid-19 pandemic, the young people who were deprived of their freedom took advantage of the situation and enjoyed their love romance in a way that no one had ever thought of before. They incorporated communication, which is only possible online, into their own romance and posted it on socials. The ideas that came from their flexible thinking were seen all over social media, making the viewers feel at ease. And then together with Mirei Touyama, the artist who is popular among young people as the "Queen of Love Songs," and the No. 1 YouTuber couple with the most subscribers, decided to create content based on a number of ways (ideas) to nurture love in the COVID-19 pandemic.

Describe the strategy

The creators who are supported by the youth made a spiral of celebrating those young people. By making the content originate from popular artists, we wanted to spread it to a wide range of generations and understand these events happening only among the young people.

Describe the execution

We had a YouTuber couple to reenact the ways(ideas) to glow love in the COVID-19, those ideas were actually posted by young people on their socials, and then created the short film style music video which functions as a collection of glowing love in the Covid situation. During the credit roll, the YouTubers' reenactment and the actual social posts from the young people were shown side by side to reveal the source of the story. Through this, we introduced them as the "role model" of communication in the COVID-19 pandemic.

Describe the outcome

This film was released just before Christmas, it is the time when there is concern about increased opportunity for people to go out and having close contact with others. The day after its release, it received more than 30 million number of media impressions. “#lovewillfindaway” was viewed 6 million times on social media. It was filled with 99% of positive comments on the social. This has changed the impression of youth in society and become a model for many people to learn about the idea of romantic communication in the COVID-19 pandemic. This led to the suggestion to society that love romance is possible at any time.

Links

Video URL