Ado “Ado's Best Adobum” Promotion

ROLE
Creative Direction, Concept and Strategy, Copywriting, Art Direction
DELIVERABLE
Copy, TV/Web CM, OOH Visual
DATE
April 2025

monopo Tokyo teamed up with Universal Music to create and produce the promotional campaign for “Ado’s Best Adobum”, the first-ever greatest hits album celebrating Ado’s 5th anniversary and her historic journey on the largest world tour ever undertaken by a Japanese artist.

This powerful two-disc set features 40 songs, including Ado's biggest streaming hits such as her breakout debut track “Usseewa,” as well as “Gira Gira,” “Odo,” “New Genesis,” and “Show.” To emphasize that every track is one of her signature songs, we created the tagline: “Every track is the main event.”

The campaign kicked off with a teaser movie timed with the official announcement, followed by three types of TV/Web commercials, outdoor ads at Shibuya Station, and ad trucks running between Shibuya and Shinjuku.

"Live Commentary" – A world where every track ends in a competitive tie, making it impossible to rank them against each other.

​​"Unbeatable Cats" – A high-stakes showdown with determined cats battling for supremacy.

"Couldn't Choose" – A 15-second spot where just one track couldn’t be chosen, so it features them all.

In collaboration with 25 illustrators, we unveiled a massive 22-meter-long mural at Shibuya Station’s Dogenzaka Happy Board. The artwork features 38 iconic characters from Ado’s music videos, all gearing up for battle. Hidden details and mysterious numbers are woven throughout—can you find them all?

CREDITS

CLIENT
UNIVERSAL MUSIC
ROLE
Creative Direction, Concept and Strategy, Copywriting, Art Direction
THE TEAM

Creative Director/Planner/Copywriter
Ryo Miyakawamonopo Tokyo

Planner
Mutsumi Kikuchimonopo Tokyo

Art Director/Designer
Rentaro Maruyamamonopo Tokyo

Account Executive/Project Manager
Misumi Shinamonopo Tokyo

# CM(TV/Web)

Producer
Ryuichi Ushioda (DOGS), Chikai Kato (DOGS)

Production Manager
Asuka Toyoda, Tsuyoshi Okawa

Director
Yuki Houe

Director of Photography
Syunsuke Yamauchi (NEWTOWN)

Gaffer
Ryo Ueda

Cast
Akira Koide

Casting
Tomoki Takahashi (select)

Stylist
Takanori Kako (ACE)

Hairmake
Tomoyuki Tanaami (ACE)

Editor
Naoto Suzuki

Mixer
Motokazu Ono

# Graphic/OOH

Producer
Youki "youkiss" Ohkubo (異次元TOKYO)

Concept Art Director
Hiroaki Maeda (WACHAJACK)

Concept Artist
Yuna Tanaka (WACHAJACK)

Concept Producer/Concept Artist
Kimiko Kudo (WACHAJACK)

Project Manager
Himeno Yamazaki (WACHAJACK)

Illustrator
LAM, John Kafka, PiPi, pomodorosa, shukei, TNSK, U10, あさぎり, えいひ, きあと, そおの, なるめ, はあと, まつだひかり, まめこ, みずは, 加藤アカツキ, 花ヶ田, 鴨NEGI, 菊, 黒野京, 村上ゆいち, 美和野らぐ, 夢ノ内, 祐壱

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