Normally, people hear only pop songs from speakers around ski lifts. Suddenly, the abnormal sound of buzzing cicadas filled the entire 246-hectacre ski resort on a snow-covered mountain. It was ambient advertising on an unprecedented scale. Visitors were jarred by the unexpected juxtaposition of summer and winter, which poignantly communicated how global warming could really affect them in the near future.

The paradox of hearing the summertime sound of buzzing cicadas at a ski resort in winter was widely covered by newspapers and news programs in Japan. The extraordinary publicity was gained at the minimal cost of production for the cassette tape. No media fee was necessary.