BE:FIRST and Unilever’s special collaboration is back! The #DRAW_YOURSELF campaign has begun. The new song “Secret Garden” by BE:FIRST, just revealed on the popular audition project “THE LAST PIECE,” has been selected as the campaign song! Following last year’s #GROW_UP_YOURSELF campaign, Unilever Japan (Headquarters: Meguro-ku, Tokyo, Representative Director and President: Ed Briola) is once again teaming up with the dance and vocal group BE:FIRST to launch a new special collaboration campaign, #DRAW_YOURSELF, in the fall of 2025. The previous collaboration, which focused on the importance of “growing up in your own way,” resonated with many. This time, we are expanding that worldview and developing a campaign that expresses the importance of “expressing your true self” with BE:FIRST’s new song “Secret Garden.”
Unilever’s Core Value of “Be Yourself” and BE:FIRST’s New Song “Secret Garden” Inspire the Campaign
Unilever Japan respects diversity and aims to create a society where “everyone can live their own lives with pride and happiness” through sustainable initiatives such as responding to climate change and plastic issues, as well as through brands like “Lux” and “Dove.” In 2024, we collaborated with BE:FIRST, who continue to refine and evolve themselves, under the theme “#GROW_UP_YOURSELF,” conveying the value of “growing up in your own way in an ever-changing era,” and received a great deal of positive feedback. In 2025, we are expanding on that idea with the new campaign, #DRAW_YOURSELF. Together with BE:FIRST, who are soaring to new heights after their first world tour, we will convey the value and wonder of “expressing your true self” and the “things that are born when individual ‘selves’ come together.” Through this campaign, we will support each person in freely and authentically drawing their own future.
New Song “Secret Garden,” Revealed in the Audition Project “THE LAST PIECE,” is the Campaign Song!
We are launching a new collaboration with BE:FIRST by using their new song, “Secret Garden,” which was just unveiled as a challenge song for the audition project “THE LAST PIECE” by BMSG. “Secret Garden,” a new song used in the popular audition show that tells the story of challenge and growth to find a fragment of a dream and complete one’s own brilliance, is a powerful R&B tune where they, rooted in 2010s R&B, sublimate that sound into a modern track and sing about their respect and deep love for music using romance as a metaphor. More details about the campaign will be announced around late October in a second press release and on official social media. Please look forward to it!
Details to be Revealed Later! Exclusive Secret Info!
- Secret Info ① In the web commercial, all the members will take on their first ever…?! In last year’s campaign, the web commercial, which explored new sides of the members through improvised performances, became a hot topic among fans. We are currently producing a movie that will show their new charm this year as well. Stay tuned!
- Secret Info ② This year’s campaign is more powerful than last year’s! A chance to win… which the members were involved in creating?! Last year’s campaign recorded one of the highest numbers of entries in Unilever’s history, and many people made the campaign exciting on social media and in stores. In gratitude to everyone, this year’s campaign will be even more powerful!
BE:FIRST is a dance and vocal group belonging to BMSG, led by SKY-HI. They have high quality and potential in singing, dancing, and rapping, as well as a high musical sensitivity that is expressed in their songwriting, composing, and choreography, and a spectacular charm with seven distinct personalities. Artist Website: https://befirst.tokyo/
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