A Love Letter to Japan


Our partners at Dentsu Japan reached out with an interest to find a unique opportunity for both their FuijiFilm Instax Mini 90 neo classic camera and their premium sake brand, Takahashi Shuzo. Both brands had interest in finding associations with fashionable trendsetters that were modern and also had a large presence in Japan.


Upon hearing of an opportunity through our contacts at Epic Records, we learned of an upcoming video shoot for Avril Lavigne’s new single, “Hello Kitty”. Concepts showed that this was a love letter and ode to Japan. Understanding Avril’s huge fan base in Asia and Japan, we leveraged our international partners for both brands and negotiated integration details over three time zones in just a matter of days.


The music video was released on Avril Lavigne’s website and announced via her Facebook page (+52M Likes) and Twitter (+15.6M Followers). She posted on Facebook, “Loved tasting Rice Shochu ‘Shiro’ while on my video shoot for Hello Kitty in Japan! Perfect pairing for the sushi scene!”. This post had over 20K likes, over 1K comments and 200 shares within the first 24 hours. A day later, the video was posted to her YouTube Channel (3.6M Subscribers) where she accumulated 119M views.