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东京之声
案例简介：战略 平台策略是将东京调频从东京之声变成东京之声，探索不断追求的东京调频节目的内在特征, 通过创造性的报告文学、独特的客人和意想不到的时尚主题，研究和广播城市的真实脉搏。我们已经复职了以最直接的方式，东京调频是艺术、文化、旅游、食物、季节、爱情的权威，这些都是东京人最关心的话题。为了更好地接触 18 岁至 32 岁的年轻城市观众，该运动在流量高的网站上推出了海报,东京调频集团旗下的几个接触点遍布全市，与同行媒体进行交流。 活动描述 为了直观地展示东京通过东京调频 “谈话”，我们把一双嘴唇变成了一张美丽的画布。在这张画布上，微型口红艺术插图被描绘成代表电台节目中谈论的主题。嘴的超级近距离和令人惊叹的嘴唇上的口红艺术插图的无缝结合，产生了强大的标志性图像，其中图形传达了 90% 的信息。头条新闻: 东京艺术的声音; 东京美食的声音; 东京爱情的声音; 东京季节的声音和东京文化的声音, 用现代手写日本书法包裹海报，进一步强化了东京调频是这座城市真正的声音的信息。 概要 东京调频电台是日本最大、最古老的广播电台之一，但除了它的普通听众之外，年轻一代并不知道这个电台比东京的声音更重要，它主持了几个著名的音乐节目。它也是一台收音机，有各种各样的节目，致力于城市的生活，在那里，杰出客人的精彩见解不断被分享和讨论。我们的挑战是创建一个与年轻潜在观众联系的运动，并表达东京调频节目是如何强烈的当代,相关的和所有表达城市的真正声音。预算有限，但该品牌希望用一份大胆的年轻声明来报道这座城市，并开始让东京调频成为最时髦的电台。 执行 为了执行东京之声的活动，我们把一双迷人的嘴唇变成了画布。嘴唇上的图形角度受到时尚和美容摄影大师的启发。嘴被拍到非常近，创造了一个简约的标志性元素。然后，我们与即将到来的东京艺术家合作，使用口红艺术技术绘制微型插图，代表电台节目中每天谈论的主题。为了让海报更加讨人喜欢，模特的皮肤被精心对待，并被艺术指导，因为它是一件艺术品的框架。结果是一系列引人注目的海报，以真正性感、时尚和年轻的方式讲述了东京调频的全部内容。 结果 这种影响还没有被记录下来，因为竞选活动只在 4月进行。
东京之声
案例简介：Strategy The platform strategy was to turn Tokyo FM from the Sound of Tokyo into the Voice of Tokyo, exploring the intrinsic characteristics of Tokyo FM programs that constantly pursue, research and broadcast the true pulse of the city, with creative reportages, unique guests and unexpected takes on the trendiest subjects.We’ve reinstated, in the most direct way, that Tokyo FM is the authority when it comes to art, culture, travel, food, seasons, love, the subjects that Tokyoites most care about.To best reach the young urban audience, aged from 18 to 32, the campaign was launched with posters on sites with high traffic, several touch points owned by the Tokyo FM group throughout the city and counterpart media exchanges. CampaignDescription To visually showcase that Tokyo “talks” through Tokyo FM we turned a pair of lips into a beautiful canvas. On this canvas, miniature lipstick art illustrations were painted representing the themes talked about every on the radio’s programs. A super close up of the mouth and the seamless combination of the lipstick art illustrations on the stunning lips, resulted on powerful iconic images where the graphics carried 90% of the message. The headlines: The voice of Tokyo art; The voice of Tokyo food; The voice of Tokyo love; The voice of Tokyo seasons and The voice of Tokyo culture, wrapped the posters with modern handwritten Japanese calligraphy further reinforcing the message that Tokyo FM is the true voice of the city. Synopsis Tokyo FM is one of the biggest and oldest radio stations in Japan but besides its regular listeners the younger generations are not aware that the station is much more than the sound of Tokyo hosting several famous music programs. It’s also a radio that has an eclectic selection of programs dedicated to the life of the city, where fabulous insights by remarkable guests are constantly shared and discussed. Our challenge was to create a campaign that connects with the young potential audience and expresses how Tokyo FM programs are strongly contemporary, relevant and all express the real voice of the city.With a limited budget but with the brand’s wish to cover the town with a bold young statement with set out to make Tokyo FM the trendiest radio. Execution For the execution of the Voice of Tokyo campaign we turned a pair of stunning lips into a canvas. The graphical angle taken on the lips was inspired by the masters of fashion and beauty photography. The mouth was photographed extremely close to create a minimalistic iconic element. We then partnered with up and coming Tokyo artists and used lipstick art techniques to paint miniature illustrations representing the themes talked about every day on the radio’s programs.To make the posters even more likable, the skin of the models was meticulously treated and art directed as it was the frame of a piece of art. The result was a series of striking posters that say what Tokyo FM is all about, in a genuinely sexy, fashionable and young way. Outcome The impact has yet to be recorded as the campaign only went live in April.
Voice of Tokyo
案例简介：战略 平台策略是将东京调频从东京之声变成东京之声，探索不断追求的东京调频节目的内在特征, 通过创造性的报告文学、独特的客人和意想不到的时尚主题，研究和广播城市的真实脉搏。我们已经复职了以最直接的方式，东京调频是艺术、文化、旅游、食物、季节、爱情的权威，这些都是东京人最关心的话题。为了更好地接触 18 岁至 32 岁的年轻城市观众，该运动在流量高的网站上推出了海报,东京调频集团旗下的几个接触点遍布全市，与同行媒体进行交流。 活动描述 为了直观地展示东京通过东京调频 “谈话”，我们把一双嘴唇变成了一张美丽的画布。在这张画布上，微型口红艺术插图被描绘成代表电台节目中谈论的主题。嘴的超级近距离和令人惊叹的嘴唇上的口红艺术插图的无缝结合，产生了强大的标志性图像，其中图形传达了 90% 的信息。头条新闻: 东京艺术的声音; 东京美食的声音; 东京爱情的声音; 东京季节的声音和东京文化的声音, 用现代手写日本书法包裹海报，进一步强化了东京调频是这座城市真正的声音的信息。 概要 东京调频电台是日本最大、最古老的广播电台之一，但除了它的普通听众之外，年轻一代并不知道这个电台比东京的声音更重要，它主持了几个著名的音乐节目。它也是一台收音机，有各种各样的节目，致力于城市的生活，在那里，杰出客人的精彩见解不断被分享和讨论。我们的挑战是创建一个与年轻潜在观众联系的运动，并表达东京调频节目是如何强烈的当代,相关的和所有表达城市的真正声音。预算有限，但该品牌希望用一份大胆的年轻声明来报道这座城市，并开始让东京调频成为最时髦的电台。 执行 为了执行东京之声的活动，我们把一双迷人的嘴唇变成了画布。嘴唇上的图形角度受到时尚和美容摄影大师的启发。嘴被拍到非常近，创造了一个简约的标志性元素。然后，我们与即将到来的东京艺术家合作，使用口红艺术技术绘制微型插图，代表电台节目中每天谈论的主题。为了让海报更加讨人喜欢，模特的皮肤被精心对待，并被艺术指导，因为它是一件艺术品的框架。结果是一系列引人注目的海报，以真正性感、时尚和年轻的方式讲述了东京调频的全部内容。 结果 这种影响还没有被记录下来，因为竞选活动只在 4月进行。
Voice of Tokyo
案例简介：Strategy The platform strategy was to turn Tokyo FM from the Sound of Tokyo into the Voice of Tokyo, exploring the intrinsic characteristics of Tokyo FM programs that constantly pursue, research and broadcast the true pulse of the city, with creative reportages, unique guests and unexpected takes on the trendiest subjects.We’ve reinstated, in the most direct way, that Tokyo FM is the authority when it comes to art, culture, travel, food, seasons, love, the subjects that Tokyoites most care about.To best reach the young urban audience, aged from 18 to 32, the campaign was launched with posters on sites with high traffic, several touch points owned by the Tokyo FM group throughout the city and counterpart media exchanges. CampaignDescription To visually showcase that Tokyo “talks” through Tokyo FM we turned a pair of lips into a beautiful canvas. On this canvas, miniature lipstick art illustrations were painted representing the themes talked about every on the radio’s programs. A super close up of the mouth and the seamless combination of the lipstick art illustrations on the stunning lips, resulted on powerful iconic images where the graphics carried 90% of the message. The headlines: The voice of Tokyo art; The voice of Tokyo food; The voice of Tokyo love; The voice of Tokyo seasons and The voice of Tokyo culture, wrapped the posters with modern handwritten Japanese calligraphy further reinforcing the message that Tokyo FM is the true voice of the city. Synopsis Tokyo FM is one of the biggest and oldest radio stations in Japan but besides its regular listeners the younger generations are not aware that the station is much more than the sound of Tokyo hosting several famous music programs. It’s also a radio that has an eclectic selection of programs dedicated to the life of the city, where fabulous insights by remarkable guests are constantly shared and discussed. Our challenge was to create a campaign that connects with the young potential audience and expresses how Tokyo FM programs are strongly contemporary, relevant and all express the real voice of the city.With a limited budget but with the brand’s wish to cover the town with a bold young statement with set out to make Tokyo FM the trendiest radio. Execution For the execution of the Voice of Tokyo campaign we turned a pair of stunning lips into a canvas. The graphical angle taken on the lips was inspired by the masters of fashion and beauty photography. The mouth was photographed extremely close to create a minimalistic iconic element. We then partnered with up and coming Tokyo artists and used lipstick art techniques to paint miniature illustrations representing the themes talked about every day on the radio’s programs.To make the posters even more likable, the skin of the models was meticulously treated and art directed as it was the frame of a piece of art. The result was a series of striking posters that say what Tokyo FM is all about, in a genuinely sexy, fashionable and young way. Outcome The impact has yet to be recorded as the campaign only went live in April.
东京之声
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Voice of Tokyo
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基本信息
- 广告品牌： Tokyo FM Broadcasting Co. , Ltd.
- 发布日期： 2000
- 行业领域： 影音娱乐 , 商务服务
- 媒体类别： 海报/平面
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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