Capturing the hearts of music fans with a uniquely Japanese approach.
Partnering with viral sensation Imase (J-Pop’s fastest growing star) to help YouTube Music break through the noise in Japan’s fast growing music streaming market. We embarked on Ichigo Song, a whimsical experiment: to curate the ultimate YouTube Music playlists to grow the sweetest strawberries.
We partnered with Imase to release a remixed version of 'Night Dancer' (100M+ views), aiming to engage fans, promote the playlist, and encourage them to stay tuned to YTMusic and download the app.
Over 4 weeks, we partnered with 0karanougyou - artisanal strawberry farmer from Nikko, JP to blast six playlists on repeat whilst growing their renowned strawberries. The results were revealed with Imase tasting the playlist strawberries in a special livestream.
During a on-ground live event at Tokyu Plaza, Omotesando’s kaleidoscopic entrance, fans participated in the sampling experience by receiving DIY strawberry growing kits to experiment (and download YT Music App to play Imase’s playlist on repeat).
CLIENT: YouTube Music Japan
AGENCY: YouTube Creative Studio APAC
ROLE: Art Director