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  • SUB CATEGORY :
    BRANDED CONTENT & ENTERTAINMENT LOTUS
  • COMPANY ENTERING :
    TAIYO KIKAKU CO., LTD., TOKYO
  • ENTRY TITLE :
    “WAITING4U〜LET YOU MOFU MOFU〜”
  • BRAND :
    MOFU MOFU☆DOGS
  • ADVERTISER :
    AKITA INU TOURISM
  • AGENCY :
    DENTSU INC., TOKYO/DENTSU PUBLIC RELATIONS INC, TOKYO
  • CREATIVE DIRECTOR :
    NAOYA KUDO
  • COPYWRITER :
    NATSUMI KANI/MOMOKA FUKUYADO/JULIA CHU
  • ART DIRECTOR :
    YOSHIYUKI IMOTO
  • ACCOUNT DIRECTOR :
    TAKAHIRO ITO
  • PR DIRECTOR :
    YOHEI NEMOTO
  • PR PLANNER :
    AYA SHOJI/MARIKO KITADA
  • STRATEGIC PLANNING DIRECTOR :
    TEMPEI SHIKAMA
  • STRATEGIC PLANNER :
    JULIA CHU
  • CREATIVE PLANNER :
    NAOYA KUDO/YOSHIAKI IMOTO/NATSUMI KANI/TEMPEI SHIKAMA
  • AGENCY PRODUCER :
    KO ECHIZEN/YASUE NAKAJIMA
  • FILM PRODUCTION COMPANY :
    TAIYO KIKAKU CO., LTD., TOKYO
  • DIRECTOR :
    SHUHEI YAMABE
  • D.O.P/CINEMATOGRAPHER :
    SHINYA MATSUO
  • CHOREOGRAPHER :
    CU TATSUYA
  • FILM PRODUCER :
    RYOTA IZUMIYA
  • ASSISTANT PRODUCER :
    TOSHIAKI FUJISHIMA
  • PRODUCTION MANAGER :
    RYUICHI USHIODA/HARUNA NAGAMATSU
  • STYLIST :
    SAYURI HAMAKI/OTOE HIYOSHI
  • POST-PRODUCTION COMPANY :
    IMAGICA, TOKYO
  • EDITOR :
    SHUJI DAITO
  • COLORIST :
    NOBORU YAMAGUCHI
  • FLAME ARTIST :
    ATSUSHI NISHIMURA
  • POST PRODUCER :
    KEN TAMURA
  • SPECIAL EFFECTS COMPANY :
    TAIYO KIKAKU CO., LTD., TOKYO
  • VISUAL EFFECTS :
    HIROSHI TAKEYAMA
  • SPECIAL EFFECTS PRODUCER :
    GOH TAKAHASHI
  • ILLUSTRATOR :
    YOSHIYUKI EMURA
  • SOUND PRODUCTION COMPANY :
    INVISIBLE DESIGNS LAB LTD., FUKUOKA
  • SOUND DESIGNER :
    SHINYA KIYOKAWA
  • MIXER :
    NAOYA MOCHIZUKI
  • DANCER :
    KAORI ISHIKAWA
  • PRINT PRODUCTION COMPANY :
    J.C SPARK INC., TOKYO/AMANA INC., TOKYO
  • PHOTOGRAPHER :
    UROKU
  • RETOUCHER :
    MASAHIKO FURUTA
  • DESIGNER :
    AKIRA FUJII/AYANO HIGA/YUKI YAMAGUCHI
  • PRINT PRODUCER :
    FUKUTARO INADOME
  • CULTURAL CONTEXT EXPLANATION :
    WHEN PEOPLE HEAR THE WORD “AKITA”, EVERYONE THINK OF “AKITA DOGS”. THE LONG-TERM CONCERN FOR THE LOCAL RESIDENTS OF AKITA PREFECTURE WERE THAT THE IMAGE OF “AKITA DOGS” WERE TOO STRONG, IT CASTED SHADOW OVER OTHER FASCINATING POINTS OF AKITA. “KIRITANPO” IS ONE OF THE LOCAL FOOD REPRESENTING AKITA PREFECTURE.
  • CAMPAIGN SUMMARY :
    WHEN PEOPLE HEAR THE WORD “AKITA”, EVERYONE THINK OF “AKITA DOGS”. THE LONG TIME CONCERN FOR THE LOCAL RESIDENTS OF AKITA PREFECTURE WERE THAT THE IMAGE OF “AKITA DOGS” WERE TOO STRONG, IT CASTED SHADOW OVER OTHER FASCINATING POINTS OF AKITA. SO THE LOCAL RESIDENTS OF AKITA CAME UP WITH AN IDEA. THAT WAS TO LET AKITA DOGS SPEAK THE FASCINATION OF AKITA PREFECTURE DIRECTLY TO THE WORLD. BUT, AKITA DOGS CAN’T SPEAK A WORD. SO THEY DECIDED TO CREATE AN INCARNATION OF AKITA DOG POP STAR. THE LOCAL RESIDENTS UNITED AND RELEASED A MUSIC VIDEO WITH AKITA DOG POP STAR DANCE AND SING AKITA’S FASCINATION. RIGHT AFTER THEIR DEBUT, THEY WERE COVERED IN BOTH DOMESTIC AND FOREIGN MEDIA SUCH AS NEWSPAPER, WEB NEWS AND TV. AS A RESULT, THIS LEAD TO AN INCREASE IN THE NUMBER OF TOURISTS VISITING AKITA PREFECTURE.
  • THE BRIEF :
    WHEN PEOPLE HEAR THE WORD “AKITA”, EVERYONE THINK OF “AKITA DOGS”. THE LONG TIME CONCERN FOR THE LOCAL RESIDENTS OF AKITA PREFECTURE WERE THAT THE IMAGE OF “AKITA DOGS” WERE TOO STRONG, IT CASTED SHADOW OVER OTHER FASCINATING POINTS OF AKITA. SO THE ASSIGNMENT WAS TO TURN THE WORLD’S EYE TO OTHER FASCINATING POINTS OTHER THAN JUST AKITA DOGS.
  • THE STRATEGY :
    HAVE WORLD FAMOUS AKITA DOGS TO PROMOTE THE FASCINATION OF AKITA PREFECTURE. BUT DOGS CANNOT SPEAK A WORD. SO THE LOCAL RESIDENTS UNITED AND CREATED A FICTITIOUS AKITA DOG POP STAR.
  • THE EXECUTION :
    INTRODUCING AKITA DOG POP STAR TO THE WORLD. HAVE THEM SING THE FASCINATION OF AKITA PREFECTURE AND DANCE TO THE MUSIC. THE VOCAL WAS MADE USING REAL AKITA DOGS BARKING SOUNDS. THIS SENSATIONAL IDOL GROUP SENT A SHOCK WAVE THROUGHOUT THE MUSIC AND DANCE INDUSTRY.
  • THE RESULT :
    RIGHT AFTER THEIR DEBUT, THEY WERE COVERED IN VARIOUS MEDIA. SUCCEEDED IN PROMOTING THE FASCINATION OF AKITA PREFECTURE EFFECTIVELY THROUGH AKITA DOGS. ADVERTISING EFFECTIVENESS WORTH $6,200,000. INCREASE IN TOURISTS VISITING AKITA PREFECTURE. THE AREA’S RAILROAD USERS MARKED 300%, COMPARING THE SAME MONTH OF PREVIOUS YEAR. ALSO, THE LOCAL RESIDENTS RE-RECOGNIZED THE FASCINATION OF AKITA PREFECTURE, RESULTING IN GAINING CONFIDENCE.
  • URL :
    https://www.youtube.com/watch?v=pyobqOPGPCI