ONE Asia Creative Awards
ONE Asia Creative Awards celebrates the best creative work of the year from the Asia Pacific region. Formerly known as the One Show Greater China Awards, which was founded in 2014 by The One Club for Creativity, the awards were established because of the tremendous growth and evolution of creativity in the Asia Pacific market. It presents an unparalleled level of prestige and honor for creatives, designers and innovators in the region. The awards are a fusion of culture where East meets West that brings the creativity of the region to the global stage.
Category
Posters & Out of Home
Annual ID
OA25_DES013M
Background
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 company that believes in the power of voice, is working to
We set out to make the voiceless heard by the government.
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 company that believes in the power of voice, is working to
We set out to make the voiceless heard by the government.
Creative Idea
The PRIDE CODE is a petition that can be completed by signing it.
PRIDE CODE as outdoor advertising with messages from the parties involved.
All of these can be loaded through the Spotify app.
In addition to the beauty of the design, it also hacks the functionality of the Spotify app.
We took great care to ensure the design would work well to transition from paper to digital.
Please try loading it using your Spotify app.
And please listen to the voices of the LGBTQ people who are making their mark beyond that.
PRIDE CODE as outdoor advertising with messages from the parties involved.
All of these can be loaded through the Spotify app.
In addition to the beauty of the design, it also hacks the functionality of the Spotify app.
We took great care to ensure the design would work well to transition from paper to digital.
Please try loading it using your Spotify app.
And please listen to the voices of the LGBTQ people who are making their mark beyond that.
Insights & Strategy
We transform the oldest social activity, petitioning, into a megaphone for a new era. "PRIDE CODE" is a voice-based PR project that utilizes a signature system to change the law on same-sex marriage.
When you sign a petition to the government, the string of characters is converted into a SPTOFY CODE. By loading it on your smartphone, you can access podcasts in which some of Japan's most queer people talk about LGBTQ issues. The signature campaign began at the LGBTQ festival Tokyo Rainbow Pride. In addition, the voices of allies (LGBTQ supporters) were also displayed as outdoor advertisements. All voices will become a channel for audio content, deepening young people's understanding of minorities, making their voices heard through petitions, and invigorating discussion on social media.
When you sign a petition to the government, the string of characters is converted into a SPTOFY CODE. By loading it on your smartphone, you can access podcasts in which some of Japan's most queer people talk about LGBTQ issues. The signature campaign began at the LGBTQ festival Tokyo Rainbow Pride. In addition, the voices of allies (LGBTQ supporters) were also displayed as outdoor advertisements. All voices will become a channel for audio content, deepening young people's understanding of minorities, making their voices heard through petitions, and invigorating discussion on social media.
Execution
We worked hard on team building to ensure that the voice of the LGBTQ community, which is often distant to Gen Z, was conveyed accurately and strongly. Armed with the voices of world-famous queer artist Rina Sawayama and Chanmina, who has the most influence among young people today, they led this unprecedented PR project, which turned the signature campaign into an experience, to success. We put great care and creativity into how the voice was delivered. The Asahi Shimbun is able to draw out the true feelings of its supporters and has the most knowledge of any news organization. Marriage for all Japan has long been working to establish laws for same-sex marriage, ensuring that the voices (signatures) collected are submitted correctly to the appropriate organizations. Together with these colleagues, Spotify has succeeded in building relationships with society that would not have been possible on its own.
Results
Successfully breaking the social silence of Gen Z
The podcast, which can be accessed through PRIDE CODE, has recorded an unprecedented number of views for LGBTQ content.
Furthermore, beyond the context of social issues, it has also succeeded in becoming a hot topic in audio news media around the world.
This was a historic moment when Gen Z listened to the voices of minorities and then spoke out themselves in order to change society.
And best of all, the signatures collected have already been submitted to each political party through Marriage for all Japan.
I hope that the biggest result, which will be a change in the law, will come in the future.
・3.86 million views
・No.1 Podcast in the news commentary category
The podcast, which can be accessed through PRIDE CODE, has recorded an unprecedented number of views for LGBTQ content.
Furthermore, beyond the context of social issues, it has also succeeded in becoming a hot topic in audio news media around the world.
This was a historic moment when Gen Z listened to the voices of minorities and then spoke out themselves in order to change society.
And best of all, the signatures collected have already been submitted to each political party through Marriage for all Japan.
I hope that the biggest result, which will be a change in the law, will come in the future.
・3.86 million views
・No.1 Podcast in the news commentary category
2025 Awards
Total Points: 2
Merit Award
Credits
Agency
TBWA\HAKUHODO Inc. / TOKYO
Client / Brand
Spotify Japan / 東京
The Asahi Shimbun Company / TOKYO
Chief Creative Officer
Takahiro Hosoda
Creative Director
Nobuhiro Arai
Director of Photography
Tomoyuki Kawakami
Editor
Nobuo Mita
Film Director
Kosuke Yamashita
Producer
Takeshi Ikoma
Kento Yoshida
Senior Art Director
Katsuya Arai
Assistant Event Producer
Satoshi Otsuka
Event Producer
Nobuharu Takasaki
Media Account Director
Fumihiro Oka
Media Planner
Asahi Hisamatsu
Media Producer
Takeshi Ikura
Podcast Personality
Hikari Mokuta
Podcast Planner
Shinya Nakajima
Tsubasa Yokoyama
Retoucher
Takuya Tsugane
Senior Event Producer
Takuya Beppu
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