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2023 One Show - Branded Entertainment

Play Has No Limits feat. Kenshi Yonezu

Agency SIX INC. / Tokyo + Sony Interactive Entertainment / Tokyo + GEEK PICTURES / Tokyo + REISSUE RECORDS / Tokyo

Client Sony Interactive Entertainment / PlayStation

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

Stylist

Tsuyoshi Takahashi

Agency Business Producer

Kiyomi Wada
Saki Irie

Agency Executive Manager

Daisuke Ito

Artist : Music & 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

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