To create a sense of urgency around the extinction of endangered wild birds in Japan (Japanese Red-Crown, crane, stork, albatross and Yellow-Breasted Bunting).

We thought the best way to value these wonderful birds was to not just see them but actually be able to hear them. However, to get their beautiful songs in front of a younger target we needed a contemporary and relevant execution. So we went out and actually sampled the bird’s songs and mixed them into contemporary dance tracks. The tracks were then pressed into retro vinyl and placed in hip Tokyo record stores. Each endangered bird was given their own album with the quantity equalling the estimated number of that species left.

Target: The young generation including DJs, etc.

Although the number released was limited, the idea attracted the attention of local DJs. These artists have been purchasing the album and playing it in clubs throughout Tokyo which has been a successful tool in spreading the extinction message. In addition, the proceeds of the sales are used to further fund the endangered bird project.