PALE BLUE LETTER

Short List
TitlePALE BLUE LETTER
BrandSONY MUSIC LABELS / REISSUE RECORDS
Product / ServiceKENSHI YONEZU “PALE BLUE”
CategoryD07. Use of Digital & Social
EntrantSIX INC. Tokyo, JAPAN
Idea Creation SIX INC. Tokyo, JAPAN
Idea Creation 2 HAKUHODO KETTLE INC. Tokyo, JAPAN
Idea Creation 3 HAKUHODO INC. Tokyo, JAPAN
PR SIX INC. Tokyo, JAPAN
Production SIX INC. Tokyo, JAPAN

Credits

Name Company Position
Yuta Okuyama SIX Creative Director
Masako Suzuki Hakuhodo Creative Planner
Yusuke Amagai Hakuhodo Kettle Creative Planner
Gentaro Yajima Hakuhodo Creative Planner
Kohei Numata SIX Creative Producer

Why is this work relevant for Entertainment?

This work for a musician is a novel entertaining experience of social media to activate our audience, inspire them to discuss, and enhance relationships with them through the innovative use of social platforms, while COVID-19 has hindered musicians from interacting with their fans.

Background

The objective of our campaign was to promote Kenshi Yonezu's new single "Pale Blue" through the release of his music video, enhancing relationships with his fanbase.

Describe the creative idea

“Pale Blue” is a love song, it reads like a letter. So Yonezu sent his fans a secret pale blue letter. “Pale Blue Letter” was literally a single pale blue image.

Describe the strategy

Kenshi Yonezu is considered to be so mysterious and enigmatic to our audience that his lyrics, artworks, or statements have always been the subject of much thought, speculation, and analysis on social media. Based on this insight, we decided to ignite fan discussions and propagate the heat inside and outside the fan community through the mysterious ciphered communication.

Describe the execution

Posted to Twitter and Instagram, the image had in fact been crafted by magic. By tweaking the contrast, a message had been concealed in a pale blue shade indistinguishable to the human eye. Fans searched for ways to break the spell. From the music video announcement to teaser footage, phone and Instagram filters turned timelines Pale Blue.

Describe the outcome

Hacking the filter culture, and getting 190K Likes on 2 posts at Twitter and Instagram, he transformed “pale blue” into an interactive media that organically became a platform for fans to share the love.Instead of developing cutting-edge technology or a new app, he used the magic of a single pale blue color.

Links

Social Media URL   |   Social Media URL