A campaign promoting the new album release by amazarashi, who sings of hope in a nihilist society.

Japan is a nation with one of the top suicide rates in the world.Our strategy was to target the social audience which needed hope the most of them all; suicidal people. We focused on people that frequently tweeted, “I want to die.”

A physical-digital installation was set up with 30 printers in Japan’s infamous suicide forest. This installation collected 200 thousand tweets saying “I want to die.” It anonymously redesigned them and then printed them out. It was broadcasted live online. At the end of 14 hours, the tweets that said “I want to die” generated a simple message of hope that said “You are not alone.”

We chose to maximize attention to the band’s new release by powerfully awakening the consciousness that the Japanese have long lost. That is, the gratitude towards life. In Japan we say “Thank you for this food” before having a meal.It is an expression of gratitude towards the life that was sacrificed. For the modern Japanese people who have forgotten to be thankful for life, we created a music video portraying the act of eating as “consuming life.”

20 kilograms of raw meat was cut by a laser cutter to form lyrics. A single female eats the raw meat, relentlessly and obsessively.

We achieved a record album hit for the band.

The reservation figure increased by 60% from average of the band.

This installation deeply moved the hearts of the social audience, and enhanced relationships with them.