Because many people instantly think of the 'Bad' music video when they think of Bad, we decided that we could generate a huge buzz by producing a new version of that video 25 years later. And the approach of bringing his fans together in place of the dearly departed Michael to recreate the dance lit a fire in people’s hearts.

This amazing music video was covered by all TV news media and generated $1m worth of publicity. It was liked on Michael’s official Facebook page over 20,000 times and showered with comments of praise on social media. Our idea of recreating the late Michael’s dance in a new form was a huge success. By recreating the Bad sensation 25 years later, sales in Japan exceeded targets, pushing it up to No.1 worldwide.