Only in Japan could you see a subway line teaming up with a global pop star. Running from September 8 to October 20, the ‘Oh! Ed! project’ celebrates the release of Ed Sheeran’s latest album Play by bringing a dose of pop – and pop culture – to one of the city’s deepest and noisiest metro lines.
The unusual partnership comes down to a string of happy coincidences: the Oedo Line’s signature magenta happens to match the theme colour of Sheeran’s latest album, while the line’s circular ‘E’ logo could easily include a second letter ‘d’ to spell out ‘Ed.’ But above all, when you render the name of the man behind ‘Shape of You’ in katakana, what you get is of course ‘Edo’. In pun-tastic fashion, Warner Music Japan and the Tokyo Metropolitan Bureau of Transportation have decided to run with the wordplay, launching the cheekily titled ‘Oh(オー)!Ed(エド)!’ campaign.
Unsuspecting commuters and committed fans alike can expect far more than posters on train platforms. An entire eight-car Oedo line train will be turned into a rolling exhibition dedicated to Sheeran’s life, career and new album, with each carriage offering a different theme, from a retrospective of his discography and Japan tours to a personality quiz that matches you with your perfect track from Play (in Japanese) Alongside the train, there’s also a digital stamp rally across six stations via the Toei Transportation app (iOS/Android), where participants can win exclusive merch such as a free album-themed clear file or the chance to enter a lottery for a limited edition T-shirt.
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The fun extends beyond the line itself, as the municipal railway’s Toeiro select shop at Ichigaya Station will sell exclusive collaborative merch, including T-shirts, towels, keychains with the titles of songs featured in the album, and a CD with a limited-edition Oedo-themed album jacket, with the shop redesigned as a photo spot for true Sheeran fans. Meanwhile, even cafés and shops along the line are getting in on the action, offering special menus and items from Sheeran-themed 3D latte art at Hatcoffee in Kuramae to an ‘Ed Sheeran’ dessert set at Chill Café in Kachidoki.
Fans can also pick up a special Toei One-day Pass featuring the album’s pink album illustration – perfect for spending a day exploring all the participating cafés and shops to the tune of Sheeran’s music.
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