Breaking Radio Calisthenics

Agency: BBDO Japan


While JBL remains popular among old-school audio enthusiasts, younger generations do not see it as a brand for them. To change this perception, JBL turned to a seemingly outdated trend among young people: Japanese radio calisthenics, a form of gymnastic dance. By incorporating elements of breakdancing into the traditional moves, JBL introduced a whole new style called "Breaking Radio Calisthenics," an instant hit that quickly engaged millions of young people. JBL transformed an outdated and dull dance style into a hip contemporary trend and in doing so modernized its brand


Over 3 million views on the film

PR value: 29 times the PR Cost

Increase in sales: 197% (in campaign term compared to the previous year)

Not only did the campaign establish JBL as an attractive brand but has also made a solid contribution to its sales.

This professional campaign titled 'Breaking Radio Calisthenics ' was published in Japan in July, 2022. It was created for the brand: JBL, by ad agency: BBDO Japan. This Digital, Film, and Integrated media campaign is related to the Electronic Devices and Personal Accessories industries and contains 1 media asset. It was submitted about 1 year ago.


Person / Company / Role
Hiroaki Taki / BBDO JAPAN / Creative Planner / Planning Director
Chihiro Takigami / BBDO JAPAN / Art Director
Kosei Kobayashi / BBDO JAPAN / Copy Writer
Masaki Honda / BBDO JAPAN / Exective Creative Director
Hiroko Fujiwara / BBDO JAPAN / Project Manager
Maiko Ikeda / BBDO JAPAN / Senior Designer
Aki Araoka / BBDO JAPAN / Translation Support
Masanao Takahashi / BBDO JAPAN / Business Director

Tsugiaki Tohma / Television Corporation of Japan / Producer
Naoya Shimode / Television Corporation of Japan / Project Manager

Nao Watanabe / GLASSLOFT / Film Director

Kouhei Otsuki / J.C.SPARK / Designer

Yoshi Fukae / HARMAN International. / Product Manager
Naoki Hamada / HARMAN International. / Product Manager

Save the Children


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