The One Show
The One Show is the world's most prestigious award show in advertising, design and digital marketing. For 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has had a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Play Has No Limits feat. Kenshi Yonezu
Agency SIX INC. / Tokyo + Sony Interactive Entertainment / Tokyo + GEEK PICTURES / Tokyo + REISSUE RECORDS / Tokyo
Category
Music Videos
Annual ID
OS23_BE062M
About the Work
With its PlayStation®️5 launch in 2020, PlayStation introduced its first global tagline, “Play Has No Limits.” The tagline sums up PlayStation’s DNA of pushing the boundary of play and expanding the world of games. As the global campaign was relatively unknown in Japan, our mission was to familiarize the local market with the new tagline and our DNA to enhance brand engagement.
We partnered with a Japanese artist who shares an affinity with the PlayStation DNA.
Kenshi Yonezu is one of Japan’s hottest artists, having over 4 billion views and over 6 million subscribers on YouTube, more than any other Japanese musician. Playful and experimental, his alternative yet universal lyrics and tracks push the boundary of the music scene in Japan. He’s also a gamer who’s loved PlayStation from childhood and has once stated that PlayStation games significantly influenced his imagination and creative process.
To celebrate our shared spirit of play, we launched PlayStation’s branded film and Yonezu’s music video, featuring his song “POP SONG” written for PlayStation and an original character designed and portrayed by Kenshi Yonezu himself. The film follows the character who pushes the boundaries by wielding a playful mind rather than weapons, acting out the spirit of Play Has No Limits.
We created a film about a character who pushes the boundaries and opens up a new world by wielding a playful mind rather than weapons. The story is set in a world resembling a fantasy game. A quirky avatar, played by Kenshi Yonezu, breaks through the wall of soldiers surrounding him with unpredictable and humorous antics. Finally, he knocks down the fortress gate, finding a way to an open world of undiscovered games where giant monsters roam and spaceships zoom overhead. It’s the world of PlayStation.
Our campaign was not limited to film. We took over the billboard on the SHIBUYA 109 building, located in Japan’s equivalent of Times Square. The campaign also made the cover of a lifestyle magazine and was introduced in a feature story on how PlayStation transcends cultures. Going beyond various media formats, we shared the message that Play Has No Limits.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Six Inc. / Tokyo
HAKUHODO INC. / Tokyo
Hakuhodo Kettle Inc. / Tokyo
Client / Brand
Sony Interactive Entertainment / Tokyo
Production Company
GEEK PICTURES / Tokyo
Music / Sound Production Company
REISSUE RECORDS / Tokyo
Sony Music Labels / Tokyo
Post Production Company
Khaki / Tokyo
IMAGICA / Tokyo
Omnibus Japan / Tokyo
MARK / Tokyo
Creative Director
Yuta Okuyama
Director
Yuichi Kodama
Director of Photography
Tomoyuki Kawakami
Producer
Mamoru Inagaki
Naohiro Tanimura
Stylist
Tsuyoshi Takahashi
Agency Business Producer
Kiyomi Wada
Saki Irie
Agency Executive Manager
Daisuke Ito
Artist : Music and Starring
Kenshi Yonezu
assistant director
Ryuken Sato
assistant producer
Takashi Tsujii
CG Director
Sohei Saito
Chief Choreographer
Tomohiko Tsujimoto
Creative Planner
Gentaro Yajima
Masako Suzuki
Yusuke Amagai
Hair&Make Up
Shinji Konishi
Lead Compositor
Masaki Mizuno
Lighting Director
Koshiro Ueno
Mixer
Kazune Masutomi
Production Designer
Tateo Yanagimachi
Production manager
Yuta Hirai
Related Awards
