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King Records: Native music video by TBWA\Hakuhodo

Date: May 2016
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Japanese pop group Lyrical School worked with TBWA\HAKUHODO Japan on the release of their debut music video for their song, ‘Run and Run’.

Aimed at Lyrical School’s target audience of 10-20 year olds, who spend the majority of their time on mobile phones, TBWA\HAKUHODO decided to launch the world’s first native mobile music video, specifically tailored to be watched on mobile devices.

Based on the insight that Japanese teenagers regularly enjoy watching videos on their mobile phones but prefer not to tilt their screens horizontally, the music video was shot in vertical aspect, with most of the filming done using a smartphone to imbue a sense of familiarity. No computer graphics were used – focusing instead on producing footage that could be re-created on any smartphone.

Through creative editing, the video gives viewers the sense that the pop idol group has hacked into their smartphones – showing the six members of Lyrical School running through the viewer’s smartphone apps.

It is best viewed by clicking on the Vimeo link on a smartphone.

Credits

Creative Agency: TBWA\HAKUHODO

Client: KING RECORDS

Chief Creative Officer: Kazoo Sato

Creative Director: Satoshi Chikayama

Copywriter/Planner: Norihito Takahashi

Copywriter/Planner: Nobuhiro Arai

Art Director/Planner: Yoshihiro Kono

Buzz Machine/Planner: Kazuaki Kuribayashi

Account Executive: Hiroyuki Tanaka

Production Company: AOI Pro.

Director: Ryohei Kumamoto

Production Company Head Producer: Keisuke Mizusako

Production Manager: Ryo Tsuchiya

Production Manager: Tokio Kasahara

Cameraman: Hiroki Watanabe