• SUB CATEGORY :
    GENDER EQUALITY
  • ENTRANT COMPANY :
    TBWA\HAKUHODO INC., TOKYO
  • TITLE :
    PRIDE CODE
  • BRAND :
    PRIDE CODE
  • ADVERTISER :
    SPOTIFY / THE ASAHI SHIMBUN
  • AGENCY :
    TBWA\HAKUHODO INC., TOKYO
  • CHIEF CREATIVE OFFICER :
    TAKAHIRO HOSODA
  • CREATIVE DIRECTOR :
    NOBUHIRO ARAI
  • ART DIRECTOR :
    KATSUYA ARAI
  • AGENCY PRODUCER :
    TAKESHI IKOMA
  • CASEFILM EDITOR :
    NOBUO MITA
  • MEDIA PLANNER :
    ASAHI HIRAMATSU
  • MEDIA AGENCY :
    HAKUHODO DY MEDIA PARTNERS INC., TOKYO
  • MEDIA PRODUCER :
    TAKESHI IKURA
  • MEDIA ACCOUNT DIRECTOR :
    FUMIHIRO OKA
  • PR AGENCY :
    TOW CO., LTD., TOKYO
  • SENIOR EVENT PRODUCER :
    TAKUYA BEPPU
  • EVENT PRODUCER :
    NOBUHARU TAKASAKI
  • ASSISTANT EVENT PRODUCER :
    SATOSHI OTSUKA
  • FILM PRODUCTION COMPANY :
    TYO INC. MONSTER, TOKYO
  • DIRECTOR :
    KOSUKE YAMASHITA
  • DIRECTOR OF PHOTOGRAPHY :
    TOMOYUKI KAWAKAMI
  • FILM PRODUCER :
    KENTO YOSHIDA
  • SOUND PRODUCTION COMPANY :
    THE ASAHI SHIMBUN, TOKYO
  • PODCAST PERSONALITY :
    HIKARI MOKUTA
  • PODCAST PLANNER :
    SHINYA NAKAJIMA/TSUBASA YOKOYAMA
  • PHOTOGRAPHER :
    TOMOYUKI KAWAKAMI
  • RETOUCHER :
    TAKUYA TSUGANE
  • CAMPAIGN SUMMARY :
    Is it possible to bridge the gap between Generation Z, who remain silent in society, and a society that does not recognize same-sex marriage?
    Japan is the only G7 country where same-sex marriage is not legally recognised. However, 92% of Gen Zers support same-sex marriage.Despite the changing consciousness of the generation that will lead the future, the reason politics remain unchanged is the "social silence" of young people.Japan has one of the lowest voter turnout and participation rates among young people in social activities among developed countries. Experts have pointed out the problem of "rights phobia," which is the fear of asserting human rights in society.In such a social environment, Spotify, a media outlet that believes in the power of voice,
    has set out to use audio content to deliver voiceless voices to
    the government.
  • CREATIVITY/IDEA/INSIGHT :
    We transform the oldest social activity, petitioning, into a megaphone for a new era. "PRIDE CODE" is a voice-based PR project that utilizes a signature system to change the law on same-sex marriage. When you sign a petition to the government, the string of characters is converted into a SPTOFY CODE. By loading it on your smartphone, you can access podcasts in which some of Japan's most queer people talk about LGBTQ issues. The signature campaign began at the LGBTQ festival Tokyo Rainbow Pride. In addition, the voices of allies (LGBTQ supporters) were also displayed as outdoor advertisements. All voices will become a channel for audio content, deepening young people's understanding of minorities, making their voices heard through petitions, and invigorating discussion on social media.
  • STRATEGY :
    ・Voice production: Rina Sawayama, a world-famous queer artist, Chanmina, who has the most appeal among young people today, Nakamura Naka, the first transgender person to perform on the Red and White Song Battle stage,
    They directly conveyed their message to AAA's Atae Shinjiro, whose coming out recently became national news, and were successful in gaining support for the project. Working with leading figures who use their voices to deliver messages to society, we successfully led this unprecedented PR project, turning signature campaigns into experiences.

    ・How the voices are delivered: We put great care and creativity into not only who was speaking, but also how the voices were delivered. The Asahi Shimbun has the most knowledge about podcasts among all news organizations, so they can draw out the true feelings of their supporters and convey them accurately through podcasts. Marriage for all Japan has long been working to establish laws for same-sex marriage, ensuring that the voices (signatures) collected are submitted correctly to the appropriate organizations. Together with these colleagues, Spotify has succeeded in building relationships with society that would not have been possible on its own.
  • EXECUTION :
    "PRIDE CODE" is a voice-based PR project that utilizes a signature system to change the law on same-sex marriage. When you sign a petition to the government, the string of characters is converted into a SPTOFY CODE. By loading it on your smartphone, you can access podcasts in which some of Japan's most queer people talk about LGBTQ issues. The signature campaign began at the LGBTQ festival Tokyo Rainbow Pride. In addition, the voices of allies (LGBTQ supporters) were also displayed as outdoor advertisements. All voices will become a channel for audio content, deepening young people's understanding of minorities, making their voices heard through petitions, and invigorating discussion on social media.
  • RESULT :
    Successfully breaking the social silence of Gen Z. The podcast, which can be accessed through PRIDE CODE, has recorded an unprecedented number of views for LGBTQ content. Furthermore, beyond the context of social issues, it has also succeeded in becoming a hot topic in audio news media around the world. This was a historic moment when Gen Z listened to the voices of minorities and then spoke out themselves in order to change society.
    And best of all, the signatures collected have already been submitted to each political party through Marriage for all Japan. I hope that the biggest result, which will be a change in the law, will come in the future.
    ・3.86 million views ・No.1 Podcast in the news commentary category