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W+K Tokyo Launches Facebook's First Japanese Campaign

Wieden+Kennedy Tokyo, 3 years ago

Zachary Heinzerling directs Facebook's foray into a new market

W+K Tokyo Launches Facebook's First Japanese Campaign

Wieden + Kennedy Tokyo unveiled the first part of a multi-media Facebook campaign with the film 'You Are Someone's Friend'. The campaign extends to online, out of home, train stations, and the world's-first integrated 5-screen experience at Shibuya crossing, as well as of course content on Facebook.

The campaign was created in Japan, for Japan, bringing to life insights about culture, people and friendships, all to create work that is both intimate and familiar.

The work is all based on the idea that the most important thing you can be is a friend. Whether you are backing them up in a karaoke booth, making them soup when they are sick, or just laughing at their dumb jokes. We are all someone's friend. What kind you'll be is up to you.

Adam Koppel, creative director at Wieden + Kennedy Tokyo comments, "We all have friends, but we don't stop and think about what it really means to be a friend. It's a big deal, it really is. We wanted to create a campaign that surprised people with its intimacy, but also broke the fourth wall and made people really think about their friends. If someone sees this campaign and tells their friend, "I saw this ad and it made me think of you," then we've done something really great."

The campaign film, 'Your're Someone's Friend" was directed by Zachary Heinzerling, a 2014 Oscar nominated director for Best Documentary Feature, and the voiceover was performed by actor Ryo Katsuji


Advertiser: Facebook

Creative Agency

Account Director: Kensuke Suemasa

Account Manager: Yoshiko Amano, Shinya Kamata

Creative Agency: W+K Tokyo

Art Director: Daisuke Maki, Kazuhi Yoshikawa

Copywriter: Takeshi Amata, Kounosuke Kamitani

Creative Director: Adam Koppel

Designer: Choro Koumae

Digital Producer: Reiko Kawaguhi

Executive Creative Director: Mike Farr & Tota Hasegawa

Head of Print Production: Wataru Ito, Yusuke Hino

Producer: Kenji Tanaka

Strategist: Kenchiro Muraguchi

Music and Sound

Music Production: Singing Serpent

Producer: Glen Galloway

Sound Design: Daniel Lovell


Edit Assistant: Aika Miyake

Edit Company: Cutters Tokyo

Editor: Ryan McGuire

Executive Producer: Timo

Producer: Megumi Irino

Post Production / VFX

3D Artists: Yusaku Yasuda

Colourist: Pete Ritchie

Production Company

Director: Zachary Heinzerling

Producer: Terri Shafirov

Production Company: Epoch, Twenty First City Inc

Production Manager: Brielle Murray, Mitsutoshi Hamazaki

Category: Social networking , Sports and leisure

Genre: Dialogue , People