TOKYO CULTURE STORY

40 YEARS OF TOKYO FASHION & MUSIC

We created a timeline of Tokyo’s culture from 1976 to 2016, featuring styles, items, brands, hairstyles, music, movements and more. Collecting more than 350 items sold in their day from over 200 brands, we re-coordinated 82 styles, and compiled all 40 years into a 5-minute one-shot music video. The music was “Boogie Back”, a Japanese anthem loved over generations. Remixed in 15 genres, it was performed back to back by 27 musicians representing their eras. Moreover, we featured our archive in a book that explained each style and movement in detail, OOH, an exhibition, and more.

11Million views on Youtube.

1Billion dollars of media publicity.

100K shares on social media.