Spikes Asia
WIEDEN+KENNEDY TOKYO / SPOTIFY JAPAN / 2018
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Description
A young man sits with his extended family around a traditional Japanese table in his parent’s home during the New Year’s holiday. He is bored so he plays a hip-hop track using Spotify, Bluetooth and his parent’s stereo. As the beat kicks in, the traditional table begins to bounce like a lowrider car. His family doesn’t seem to notice as the table jumps and shimmies. Everything in the room starts to synchronize with the hip-hop beat. The bowl of tangerines slides back and forth. The tea pot rhythmically shoots out puffs of steam. Even the family dog nods his head to the beat. However, no one notices but the young man.
The color was inspired by the seasonal food they are eating—tangerines. And was intended to be both accurate to a middle-income families’ traditional home in the country. As well as stylized to give it a fresh modern feel.