SUB CATEGORY :

RESILIENCE THROUGH CREATIVITY

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

ENGLISH CONTEXT EXPLANATION :

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.