Tokyo FM is one of the biggest and oldest radio stations in Japan but besides its regular listeners the younger generations are not aware that the station is much more than the sound of Tokyo hosting several famous music programs. It’s also a radio that has an eclectic selection of programs dedicated to the life of the city, where fabulous insights by remarkable guests are constantly shared and discussed.

Our challenge was to create a campaign that connects with the young potential audience and expresses how Tokyo FM programs are strongly contemporary, relevant and all express the real voice of the city.

With a limited budget but with the brand’s wish to cover the town with a bold young statement we set out to make Tokyo FM the trendiest radio.

The Voice of Tokyo campaign for Tokyo FM had several outdoor placements. The digital execution were displayed at giant street digital displays in the center of Tokyo. The posters were shown in a series of 2 for 7,5 seconds each throughout everyday day.

For the execution of the Voice of Tokyo campaign we turned a pair of stunning lips into a canvas. The graphical angle taken on the lips was inspired by the masters of fashion and beauty photography. The mouth was photographed extremely close to create a minimalistic iconic element. Different lips’ positions with subtle different expressions were carefully composed, to give the illustrations a unique life of their own.

We then used lipstick art techniques to paint miniature illustrations representing the themes talked about every day on the radio’s programs.

To make the posters even more likable, the skin of the models was meticulously treated and art directed as it was the frame of a piece of art.

The result was a series of striking posters that say what Tokyo FM is all about, in a genuinely sexy, fashionable and young way.