|Title||PALE BLUE LETTER|
|Brand||SONY MUSIC LABELS / REISSUE RECORDS|
|Product / Service||KENSHI YONEZU “PALE BLUE”|
|Category||B03. Social Content for User Engagement|
|Entrant||SIX 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|
|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|
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.
“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.
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.
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.
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.