Be Okinawa Okinawa x Pew Die Pie
Be.Okinawa is a global tourism brand that communicates the tropical charm of Okinawa and its 150 islands including Ishigaki Island and Miyako Island. To capture the concept: "Bloom Your Heart," measures were taken to grow the brand's appeal and reach. Atelier was responsible for planning the influencer activation for the fiscal year 2022, this time deciding to collaborate in creating Okinawa travel content with the overwhelmingly popular YouTuber: PewDiePie. The video content shared the natural beauty and appeal of Okinawa and its 150 islands to more than 100 million people worldwide.
Assigning PewDiePie: the World's Top YouTuber
To communicate the Okinawa tourism brand to the world, we decided to collaborate with the globally recognizable "King of Youtube" – PewDiePie. With more than 100 million subscribers, the largest number ever recorded for an individual, he is also a known Japanophile who loves Manga and Japanese literary works. In 2022, PewDiePie made headlines by moving to Japan, putting him in a great position to communicate Okinawa's local and international appeal.
To entice PewDiePie to collaborate on this project, we crafted a proposal to build excitement from the planning stage. Creating pop manga images of a trip to Okinawa with his partner and dogs, we proposed a travel plan that could be easily imagined as video content, while conveying everything Okinawa has to offer.
Content Collaboration Focusing on Food and Culture
In the production of the YouTube video, we planned the travel content together to maintain his iconic style. We arranged for PewDiePie to film in his natural state, traveling as freely and much as possible. In Ishigaki Island and Naha, we collaborated on a video to "Bloom Your Heart," exploring nature, interacting with local people and experiencing local food and culture.
In parallel with the YouTube video, we commissioned PewDiePie to shoot some real-life footage on-site for Instagram Stories. The Instagram Stories videos were posted on PewDiePie's account, sharing "Okinawa at this very moment" with his followers globally.
- clientOkinawa
- our roleINFLUENCER ACTIVATION, PLANNING
- the team
- AgencyDenstu Okinawa
- Agency（つづく）
- ProductionAtelier
- Business ProducerKensuke Tanaka (monopo Tokyo)
- Creative producerKlara Blanc (Atelier)
- Planner, Project ManagerMaho Kamagami (monopo Tokyo)
- Art Director, IllustratorSumie Yamaguchi (Atelier)
