BOSE 60TH ANNIVERSARY CAMPAIGN

“Sound moves hearts, inspires action, and awakens the senses—it is the most powerful force on earth.”
Since its founding, Bose has embodied this belief through the phrase “SOUND IS POWER.”

This philosophy goes beyond the pursuit of sound quality. It reflects Bose’s conviction in the profound influence of sound, on emotions, memories, and inspiration.

For Bose’s 60th anniversary, monopo introduced the concept of “Onko Chishin”—learning from the past to create new value. This theme reflects the brand’s enduring spirit since its founding, while highlighting its evolution toward the next generation. By connecting past and future, the campaign celebrated Bose’s legacy of creating rich, memorable experiences through the power of sound.

To embody the campaign’s theme, we brought together two artists from distinct eras and musical worlds. Legendary singer-songwriter Yumi Matsutoya collaborated with rising star imase, creating a partnership that seamlessly bridges the past and the future.

The song “Buntsuu”, born from an exchange of lyrics between the two artists, becomes a musical dialogue that transcends time and space. True to its title, the track evokes hearts and emotions that remain connected even when physically apart, inspired by the timeless act of letter-writing.

The music video visualizes this theme, portraying the sharing of feelings through letters and highlighting the profound power of music to move hearts. Bose products appear subtly throughout the narrative: imase, hearing Yumi Matsutoya’s voice transmitted from the moon, “visits” her through music, with the products quietly supporting this connection.
By blending the understated theme of correspondence with a pop-infused, fantastical visual style, the video brings to life Bose’s philosophy of sound—capable of awakening and enriching the full spectrum of human senses.

The collaboration between the two artists also extended to social media. Ahead of the release, a “Repost Buntsuu” campaign ran on X and Instagram Stories, while a surprise appearance by Yumi Matsutoya during an Instagram Live from imase’s home created real-time excitement among fans.
These online initiatives fostered cross-generational conversations and anticipation, generating significant engagement and buzz across social media platforms.

In addition to the 4-minute full music video, we produced behind-the-scenes and interview content that conveyed Bose’s philosophy and values, cultivated over 60 years. These materials highlighted how the two artists influenced each other in their first-ever collaboration, creating a new “sound.”
The project also featured a giveaway campaign and PR coordination with Universal Music, resulting in extensive coverage across TV, newspapers, and online media.
Bose has always remained true to its core philosophy while embracing innovation. Celebrating its 60th anniversary through a cross-generational collaboration underscored the brand’s enduring belief in the power of sound.
Much like a heartfelt correspondence that gradually conveys emotion, the song and campaign were designed to remind audiences of the subtle yet profound impact of sound.