W+K Tokyo Launches Facebook's First Japanese Campaign

Wieden + Kennedy Tokyo unveiled the first part of a multi-media Facebook campaign with the film 'You Are Someone's Friend'. The campaign extends to online, out of home, train stations, and the world's-first integrated 5-screen experience at Shibuya crossing, as well as of course content on Facebook.

The campaign was created in Japan, for Japan, bringing to life insights about culture, people and friendships, all to create work that is both intimate and familiar.

The work is all based on the idea that the most important thing you can be is a friend. Whether you are backing them up in a karaoke booth, making them soup when they are sick, or just laughing at their dumb jokes. We are all someone's friend. What kind you'll be is up to you.

Adam Koppel, creative director at Wieden + Kennedy Tokyo comments, "We all have friends, but we don't stop and think about what it really means to be a friend. It's a big deal, it really is. We wanted to create a campaign that surprised people with its intimacy, but also broke the fourth wall and made people really think about their friends. If someone sees this campaign and tells their friend, "I saw this ad and it made me think of you," then we've done something really great."

The campaign film, 'Your're Someone's Friend" was directed by Zachary Heinzerling, a 2014 Oscar nominated director for Best Documentary Feature, and the voiceover was performed by actor Ryo Katsuji