Warner Music Japan Digital, Design & Branding BELL by PARTY Tokyo


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Industry Publishing, streaming & media
Media Digital, Interactive & Mobile, Design & Branding
Market Japan
Agency PARTY Tokyo
Creative Director Masashi Kawamura, Qanta Shimizu
Designer Yuri Morimoto
Producer Yusuke Tominaga
Released June 2012


Cannes Lions 2012
Cyber Lions Animation Silver
Cyber Lions Games Silver
Design Lions Online Digital Design Bronze

Credits & Description

Type of entry: Digital Design
Category: Online Digital Design
Product/Service: ANDROP BAND
Agency: PARTY Tokyo, JAPAN
Entrant PARTY Tokyo, JAPAN
Type of Entry: Digital Design
Category: Online Digital Design
Title: BELL
Links: http://award.aid-dcc.com/androp_bell/en/
Advertiser/Client: WARNER MUSIC JAPAN
Product/Service: ANDROP BAND
Entrant Company: PARTY Tokyo, JAPAN
DM/Advertising Agency: PARTY Tokyo, JAPAN
Creative Director: Masashi Kawamura/Qanta Shimizu (AID-DCC)
Film Director: Masashi Kawamura/Qanta Shimizu/Aid-Dcc (Saqoosha)
Technical Director: Saqoosha/Qanta Shimizu (Saqoosha)
Programer: Saqoosha/Takanobu Izukawa ()
Designer: Yuri Morimoto ()
Assistant Designer: Taichi Ito ()
CG Designer: Aya Yamamoto/Yoshiyuki Odajima ()
Assistant CG Designer: Takayuki Kitai ()
Motion Designer: Aya Yamamoto ()
Assistant Motion Designer: Daiki Koyama ()
Film Producer: Takeshi Nakamura ()
Film Assistant: You Tanaka/Takayuki Kitai ()
Project Manger: Sawako Ito ()
Producer: Yusuke Tominaga ()
Digital Production: Aid-Dcc Inc./Katamari Inc. (AID-DCC)
Creative Agency: Party (Party)
Brief Explanation
The objective of the project was to come up with a new music video & online experience for the song ‘Bell’ by the Japanese band androp. We wanted to appeal to the young & tech savvy fans of androp.
*please play the music video game on: http://www.androp.jp/bell/ as well as watching the case study video.
Describe the brief from the client
Warner Music Japan asked us to create an interactive music video experience for the Japanese band androp's new single ‘Bell’.

Describe the creative solution to the brief/objective.

The song Bell sings about communication, and the difficulties in expressing your true emotions, so we came up with an idea that turns the act of delivering a message into entertainment. When you arrive at the site, you can type in any message and send it to your friend via Twitter. It transforms into an animal, which you control through a world that is synched to the music.

Describe the results in as much detail as possible.

The music video game spread all over the web via Twitter, and raised high awareness to the song, bringing the song up to 6th place on the music chart.
At peak time, the game was played over 10,000 times and average time spent recorded over 2 minutes. So far, the game was played more than 250,000 times and most of those plays were shared via Twitter and successfully created the buzz.
The site has also been recognised internationally and was chosen as Site of the Month on FWA, and received the Tokyo TDC award.