YAMAHA

STAY TRUE

Our campaign focused on telling an authentic story with global appeal, designed to stand out in a crowded market. We proposed showcasing the powerful connection between music and sports. Instead of emphasizing product specifications, we crafted a human-driven narrative featuring two real athletes in Tokyo. This approach allowed us to communicate the brand's story in a compelling and relatable way.

Music enthusiasts with active lifestyles seek audio technologies that offer both immersive sound and stylish design. They want to connect deeply with their music while on the go. So, what sets Yamaha apart in this market?

Yamaha's state-of-the-art technology captures the purest sound, staying true to their motto "Closer to the Artist" while meeting consumer needs. Their earphones are designed to complement any fitness routine, whether you're an amateur or professional, a dancer or a basketball player.

For today's users, style is just as important as function. Yamaha's earphones don't just perform well; they look great too, adding a fashionable touch to fitness and music equipment.

Our campaign aimed to connect with young audiences worldwide, emphasizing the message "Stay True to Yourself." We developed two key components:

A hero film targeting a global digital audience

A 15-second brand film for Japanese TV commercials, reaching a mainstream Japanese audience

This approach allows us to engage with our core youth demographic globally while also maintaining a strong presence in the Japanese market.

Our strategy focused on three key elements: Creating relatable content, increasing social media opportunities, and targeting individuals with active lifestyles.

We aimed to capture authentic human moments that resonate both in Japan and internationally. While our target audiences may vary, our core message remains consistent: the universal power of music in an athlete's journey.