AEON is one of the biggest national retail chains and are the market leader for Yukata, the traditional Japanese garment worn at summer festivals. However post Great East Japan Earthquake in 2011, the Yukata's sales dropped as there were voluntary restraints from entertainment activities including summer festivals, in mourning for those lost.

In 2012, Aeon wanted to initiate more people to wear Yukata, targeting all ages and genders.

We saw an opportunity for Yukata in seeing behavior among people: it was strength of Kizuna or bond between people post tragedy. People realized how helping each other saved lives and heal the souls of those hurt. The notion of Kizuna is deep-rooted in Japanese but has recently been forgotten with modernization and individual-oriented thinking.

By showcasing Kizuna between people nationwide with the item that evokes classic Japanese-ness, the campaign idea was created: make an anthem for Japanese summer celebration with Yukata.

Campaign site was opened for people to upload their "home/friends videos" onto the site.

Then there was in-store collateral informing of the campaign.

After operating several events shooting some more "home/friends videos", the videos were collected to create several versions of TVC.

The number of people that sang and shot video amounted to 4,723. The number of videos played was 81,701. Also Aeon's shop staff joined in uploading of the video, so the campaign was not only effective towards consumers but also within Aeon itself, getting together the employees.