CLIENT
HARMAN International
1. Naoki Hamada - Product Manager
2. Yoshi Fukae - Product Manager
AGENCY
1. Hiroaki Taki - Planning Director / Creative Planner
2. Chihiro Takigami - Art Director
3. Kosei Kobayashi - Copy Writer
4. Masaki Honda - Exective Creative Director
5. Kaori Yatsu - Head of Planning / Diversity & Inclusion Officer
6. Aya Tsujimoto - Planner
Television Corporation of Japan
1. Tsugiaki Tohma - Producer
2. Naoya Shimode - Project Manager
SUMMARY
While JBL remains popular among old-school audio enthusiasts, younger generations do not see it as a brand for them. To change this perception, JBL turned to a seemingly outdated trend among young people: Japanese radio calisthenics, a form of gymnastic dance. By incorporating elements of breakdancing into the traditional moves, JBL introduced a whole new style called “Breaking Radio Calisthenics,” an instant hit that quickly engaged millions of young people. JBL transformed an outdated and dull dance style into a hip contemporary trend and in doing so modernized its brand.
