SUB CATEGORY :

BEST USE OF AMBIENT: LARGE SCALE

COMPANY ENTERING :

J. WALTER THOMPSON JAPAN, TOKYO

ENTRY TITLE :

SINGING NATURE

BRAND :

NEW MUSIC PROMOTION FOR SHINICHI OSAWA

ADVERTISER :

AVEX MANAGEMENT

AGENCY :

J. WALTER THOMPSON JAPAN, TOKYO

CREATIVE DIRECTOR :

KOHEI KAWASAKI

ART DIRECTOR :

KOHEI KAWASAKI

WEB DEVELOPER :

KAZUYOSHI KATO

ACCOUNT DIRECTOR :

RIKI KAWANAMI/YONGBOM SEO

PR DIRECTOR :

TORU NONAKA

AGENCY PRODUCER :

TOMOHIKO NAKANO

PR PRODUCER :

WATARU AMANO

INVENTOR :

KEIJI KOGA

FLOWER ARTIST :

NICOLAI BERGMANN

FILM PRODUCTION COMPANY :

AOI PRO. INC., TOKYO

DIRECTOR :

TAKEHIKO NISHIZAWA

D.O.P/CINEMATOGRAPHER :

KAZUHARU TABUCHI

FILM PRODUCER :

HISAYA KATO/KAZUKI UTAGAWA

FILM PRODUCTION MANAGER :

TAKUYA UTSUMI

MEDIA PROMOTER :

MIKI ISOGAI/RIEKO MATSUNAGA/JUNKO MORINAGA

PR ASSISTANT DIRECTOR :

YUKI KOBAYASHI

PHOTOGRAPHER :

YASUYUKI KANAZAWA

DESIGNER :

TORU OHGANE

CASTING :

SECHAN LEE/KAORI SAKAI

HAIR & MAKE-UP :

AYA SUMIMOTO

STYLIST :

KEIKO OIKAWA/EMI UTO

MODEL :

RINKA MIYAMOTO/AYURI YOSHINAGA

THE BRIEF :

PHOTOSYNTHESIS. A MECHANISM WHERE NATURE UTILIZES SOLAR ENERGY TO CONVERT CARBON DIOXIDE EXHALED BY PEOPLE INTO OXYGEN. THE WORLD RENOWNED ARTIST, SHINICHI OSAWA, HAS RELEASED HIS NEW SONG "PHOTOSYNTHESIS #1", INSPIRED BY THIS ACT OF NATURE. HOW SHOULD WE LAUNCH THIS SONG?

THE STRATEGY :

TARGETING NOT ONLY MUSIC FANS BUT ALSO EVERYONE GOT TIRED OF CITY LIFE AND ADVERTISEMENTS, THE THERAPEUTIC NATURE IS USED AS THE "ADVERTISING MEDIA" FOR EXECUTING COMMUNICATION.

THE EXECUTION :

"SINGING NATURE" NATURE TAKES ON A VOICE TO SING. INSTEAD OF NOISY ADVERTISEMENTS THAT CLUTTER THE TOWN, THE CONCEPT OF "PHOTOSYNTHESIS" WAS REALIZED THROUGH A PROMOTION UTILIZING NATURE ITSELF AS THE ADVERTISING MEDIA. THE TECHNOLOGY THAT TURNS PLANTS INTO SPEAKERS. DEVICES PLACED AT THE STEMS TRANSMIT VIBRATIONS THAT CREATE THE SOUND, TO THE LEAVES AND FLOWERS. SELECTED MONOCOTS, FROM THE INFINITE SELECTION OF PLANTS, THAT RESOUND SOUNDS WELL AND ARE IDEAL FOR BECOMING SPEAKERS. AT THE LAUNCH EVENT, PARTICIPANTS LISTENED TO THE VOICES AND TOOK IN THE MUSIC OF SHINICHI OSAWA, DESIGNED AROUND NATURE, WITH THEIR WHOLE BODY.

THE RESULT :

A NEW MUSICAL EXPERIENCE, WITH THE THEME OF NATURE, HAS TAKEN FORM FROM THIS EVENT. GAINED COUNTLESS SNS POSTS: "A WONDROUS PLACE WHERE MUSIC SOUNDS FROM PLANTS" "BEYOND WORDS. THE HEALING FEELING BEING ENGULFED BY NATURE." "I CAN HEAR SOUNDS COMING FROM THE LEAVES!"