Ichigo-Song
Captured the hearts of music fans in a fun & uniquely Japanese way
YouTube Music asked: how do we break through all the noise in Japan’s fast growing music streaming market to engage music enthusiasts?
We teamed up with Imase, one of the biggest viral singers ("Night Dancer” with 100M views) to curate YouTube Music playlists specifically for cultivating sweeter strawberries. Over 4 weeks, YouTube farming creators "0から農業" played these playlists on repeat to growing strawberry plants. The results were revealed with Imase tasting the playlist strawberries in a special livestream.
Year
2023 Category
Stunt, Social, OOHRole
Art Director
Cut-out style creating a dynamic, playful, & whimsical design.
Playing with scale and placement to create dynamism and visual impact. To maintain a cohesive brand experience, we seamlessly integrated YouTube Music's iconic color palette and gradient into this campaign. The vibrant color palette and quirky juxtaposition of elements bring the playful spirit of Ichigo-Song to life.
Launch video
Social Amplification
Live event at Tokyu Plaza
Fans get to experiment out for themselvesAt the live event, fans participated in the sampling experience by receiving strawberry growing kits with QR codes linking to each creator's playlist.