Cannes Lions
TAIYO KIKAKU CO., LTD., Tokyo / WARNER BROS / 2019
Overview
Entries
Credits
Background
This music video The Bamboo Princess illustrates a modern version of an ancient Japanese fairy tale.
In the original story, a baby is discovered inside a glowing bamboo plant. She grew up as a beautiful lady, not only her appearance but also her inside beauty. People loved her and called her a Bamboo Princess. But this happy life didn’t last for long. In the end, she was taken by messengers from the moon in a deep grief. Apparently she came from the moon. We depict the modern version with a twist to this traditional tale, using sounds that reminds us of Japanese hand drums and Japanese harps.
Idea
This modern Bamboo Princess has a hidden identity that thinks like humans do: "I am so fed up with the earth”. This dark fairy tale video expresses the darkness as a reflection of the bright side of the princess.
Strategy
To explore further the concept of “the child may be of extraterrestrial origins”, we have created a 3D costume by a 3D pen. KOM_I, the singer of the band, wears this costume and dances with an unique choreograph. The scenery changes from the moon in the sky into a bamboo forest. And then it turns into a Japanese styled room. Throughout all of this, the audience will be exposed to traditional Japanese motif. Then, when you open the Fusuma, Japanese doors, we warped into the Japanese-western mixed style room. The journey ends with the Princess going back to the moon. The camera rotates and flips, giving the feeling of slowly turning the pages of a picture book, allowing the viewer to find something new each time. The video gives special attention to the camera movements, like the sneak shot from the ceiling hole.
Execution
Posted on YouTube to reach global audience. Bamboo princes has been introduced by international and domestic media.
Outcome
The film on YouTube caught the eye of Bjork and she recommended NOWNESS to pick up the film. As a result, the traditional Japanese fairy tale was spread to the world.
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