The Asahi Shimbun CompanyJourna-Rhythm
TBWA\HAKUHODO
Journa-Rhythm is a new kind of news medium, with news reported by journalists, and hip-hop artists.
To grab the attention of apathetic Gen Zers, the artists responded to important news articles by making tracks with a punchline. A podcast featuring the artists and newspaper journalists deep-diving into the songs’ meanings was also launched.
The audio content responded to news headlines with punchlines that encouraged open dialogue on social issues.
Awards
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2023 Cannes Lions: Bronze (Entertainment Lions for Music)
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2023 Clio Awards: Bronze (Audio, Branded Entertainment & Content)
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2023 ADFEST: Silver (Radio & Audio)
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2023 Spikes Asia: Grand (Music), Gold (Radio & Audio), Silver (Music)
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2022 London International Awards: Silver (Radio & Audio), Bronze (Podcast)
