Tokyu Playwork

As a company that has long led urban development in Shibuya, Tokyu emphasized the need to reestablish the strong association of “Tokyu = Shibuya.” With limited reach from the previous year’s campaign, a more compelling expression was required to convey the Playwork philosophy to a broader audience. The brief also called for featuring a diverse range of professionals working in Shibuya, allowing them to naturally express the meaning and enjoyment of working there, with the aim of inspiring more people and companies to see Shibuya as a place they want to work. The film was expected to balance humor and realism, delivering a clear message even within a 15-second format.

Work and play get along.
— Defining the value of “Playwork” in Shibuya

The concept was “Work and play get along.” Centered on the Playwork philosophy, the film reframes Shibuya’s diversity and creativity as a force that makes work itself enjoyable. Riisa Naka was chosen as the symbol of this idea—someone who effortlessly crosses the boundary between work and play while embracing Shibuya in her own way. Through the lives of people working authentically in different professions—office workers, apparel staff, chefs, station attendants—the film presents the value of working as something that makes the heart dance from multiple perspectives. By weaving together the relationships between the city and its people, and between Tokyu and Shibuya, the creative naturally conveys the meaning of working in Shibuya.

The film generated numerous comments expressing affection and empathy toward the city, such as “As a Tokyu Shibuya local, this makes me happy,” “It felt like my dream of becoming a Shibuya girl came true,” “The outfits are so cute,” “It was exciting,” and “It made me want to work in Shibuya.” Viewers also noted pathways from out-of-home exposure to online action, with remarks like “I saw it on the TOQ Vision at the station and searched for it” and “It made me excited about imagining the city’s future.” Positive reactions to the cast were also prominent, indicating that the campaign successfully reinforced the association of Tokyu with Shibuya while deepening understanding of the Playwork philosophy.