Write a short summary of what happens in the radio or audio execution or campaign.

In this rearrangement of a traditional Japanese song called ‘Oshogatsu’, we reimagined an otherwise childlike and highly recognised melody in a gentle, gospel arrangement. ‘Oshogatsu’ means ‘New Year’s Day’ in Japanese, and this campaign welcomes in 2021 with a positive, updated, breezy re-arrangement of this nostalgic, traditional song. The original song is considered overplayed in Japanese culture, so overcoming this ‘cheesy’ association was something we thought a gospel rearrangement would achieve, giving a fresh perspective and a modern tilt. Having composed the music for a number of other seasonal campaigns around the same time as this project, consistency was essential. This campaign fell at the end of a series of seasonal content, and therefore has significance in both theme and positioning. Welcoming in the new year with an open heart was central to this campaign, and central to the musical identity of the track.

Translation. Provide a full English translation of any audio.

English translation of the lyrics (original Language Japanese): A few nights left until New Year’s day In the New Year’s holidays, let’s fly kites and let’s play with spinning tops Come come quickly, New Year’s holidays.

Cultural / Context information for the jury

In total, 108 vocal layers were recorded to create the texture of this track. The number ‘108’ resonates in Japanese culture as it is also the number of times that the the bells are rung at midnight on New Year’s Eve/Day across Japan’s Buddhist shrines, symbolising the 108 Human Sins in Buddhist belief. The cultural context of the melody of ‘Oshogatsu’ is deeply engrained in Japanese culture, for example it is featured in the internationally acclaimed 1988 Studio Ghibli film, ‘My Neighbor Totoro’. 

Tell the jury about the use of music

Encouraging a sense of family and diversity, we worked with a number of different vocalists of different sexes, ages, ranges and styles to create a layered ensemble of 108 vocals. This included a bi-lingual African vocalist in L.A., 2 female Japanese singers, a Japanese baritone Opera Singer and the voice of a little girl. Close harmonies, warm backing vocals and characterful voices combine in this fun and friendly campaign to give a sense of positivity and shared humanity, further upholding the animation’s characters and giving the impression of a community of Amazon boxes, welcoming in the New Year together!