1 2
 
 
  • SUB CATEGORY :
    FILM CRAFT LOTUS
  • COMPANY ENTERING :
    SIX INC., TOKYO
  • ENTRY TITLE :
    TOKYO CULTURE STORY
  • BRAND :
    BEAMS
  • ADVERTISER :
    BEAMS
  • AGENCY :
    SIX INC., TOKYO/COSMO COMMUNICATIONS INC., TOKYO
  • CREATIVE DIRECTOR :
    KEIICHI MOTOYAMA
  • COPYWRITER :
    HITOSHI SAKAMOTO
  • ART DIRECTOR :
    HIRONOBU TSUCHIYA
  • ACCOUNT DIRECTOR :
    TARO KAWATA
  • ACCOUNT MANAGER :
    KOJI TAKAHASHI
  • ACCOUNT EXECUTIVE :
    TOSHIMASA ASAHARA/NAOKI YAMAMOTO
  • PLANNER :
    YUTA OKUYAMA/YUSUKE AMAGAI
  • FILM PRODUCTION COMPANY :
    AOI PRO. INC., TOKYO
  • DIRECTOR :
    YUKIHIRO SHODA
  • D.O.P/CINEMATOGRAPHER :
    KEIJI TAKAHASHI
  • GAFFER :
    ATSUTOSHI UENO
  • FILM PRODUCER :
    MASAHIRO KAWAGUCHI
  • PRODUCTION DESIGNER :
    NAOMASA HASHIMOTO/MASAHIRO ISHII
  • STYLIST :
    YOSHIYUKI SHIMAZU/KYOKO FUSHIMI/KAZUO ISHIMA/
    SAYUMI KIMATA/TSUYOSHI NIMURA/SHIHO SUGANUMA/
    RAMDA TAKAHASHI/AYAKA ENDO/YUKI KUSUNO/KAZUKI YUNOKI
  • POST-PRODUCTION COMPANY :
    IMAGICA, TOKYO
  • COLORIST :
    MASAHIRO HASEGAWA
  • FLAME ARTIST :
    KEI YUYAMA/KENJI KAJIWARA/YUSUKE KOJIMA/MASAHIRO CHIKURA
  • SPECIAL EFFECTS COMPANY :
    DIGITAL GARDEN INC., TOKYO/STUD, TOKYO/
    CAVIAR, TOKYO/VISUALMAN TOKYO, TOKYO/ICONA, TOKYO
  • VISUAL EFFECTS :
    TAICHI OKADA/YOICHI TAKAHASHI/HAYATO KAI/
    TOSHITAKA EBASHI/MASAHIDE HIGASHI/
    TATSUO IZUMI/YUMIKO KOMATSU/YUKI WATANABE
  • SOUND PRODUCTION COMPANY :
    STYRISM INC., TOKYO
  • SOUND STUDIO PRODUCER :
    KOJI MITO
  • MUSIC ARRANGER :
    CMJK
  • CULTURAL CONTEXT EXPLANATION :
    WITH THEIR UNIQUE SENSE OF STYLE, TOKYO’S YOUTH HAVE CREATED A FASHION AND MUSIC CULTURE UNLIKE ANY OTHER IN THE WORLD/THAT SET THEM APART FROM THEIR PEERS. YET NOW THEY ARE BECOMING HOMOGENIZED, AND LACK THE ENERGY TO SHAPE A NEW CULTURE. BEAMS, ONE OF THE LEADERS OF TOKYO CULTURE FOR THE PAST 40 YEARS, HAS ARCHIVED THE HISTORY OF TOKYO’S FASHION AND MUSIC SCENE. IT HOPES TO HELP THE YOUNG PEOPLE REDISCOVER ITS ATTRACTIONS, AND INSPIRE THEM TO CREATE A NEW AND TOKYO-WORTHY NEW CULTURE.
  • ENGLISH SYNOPSIS :
    TOKYO CULTURE STORY IS A PROJECT THAT ARCHIVES TOKYO CULTURE FROM 1976 TO 2016. THE PROJECT WAS PRESENTED BY BEAMS WHICH CELEBRATES ITS 40TH ANNIVERSARY. THIS IS A VIDEO HAT COMPILATES 40 YEARS OF TOKYO FASHION AND MUSIC.82 ICONIC LOOKS FROM THE STREETS OF TOKYO DURING 1976 TO 2016 ARE PERFECTLY REVIVED.27 MUSICIANS REPPING 15 DIFFERENT GENRES FROM CITY POP TO ACID JAZZ PLAY “BOOGIE BACK” : AN ANTHEM OF THE JAPANESE YOUTH OVERSTEPPING THE GENERATIONS MUCH LIKE “WALK THIS WAY.”
  • AWARD :
    GOLD
  • SUB CATEGORY :
    BEST INTEGRATED MEDIA CAMPAIGN
  • COMPANY ENTERING :
    TBWA, SYDNEY
  • ENTRY TITLE :
    BOLT RATE
  • BRAND :
    GATORADE
  • ADVERTISER :
    PEPSICO
  • AGENCY :
    TBWA, SYDNEY
  • CHIEF CREATIVE OFFICER :
    ANDY DILALLO
  • CREATIVE DIRECTOR :
    RUSS TUCKER/DOUGLAS HAMILTON
  • COPYWRITER :
    DOUGLAS HAMILTON/NICK MCHUGH
  • ART DIRECTOR :
    DANIEL SMITH
  • MOTION GRAPHICS :
    RAZIF DJAMALUDDIN
  • ACCOUNT DIRECTOR :
    JADE GLASHOFF
  • ACCOUNT MANAGER :
    ALI BATES
  • ACCOUNT EXECUTIVE :
    ASHEDEN HILL/CAITLIN JOKOVIC
  • STRATEGIC PLANNER :
    NATALIE REMPALSKI
  • DESIGN DIRECTOR :
    CHRIS MAWSON
  • AGENCY PRODUCER :
    ANNABEL JEWERS
  • FILM PRODUCTION COMPANY :
    PLAZA FILMS, SYDNEY
  • DIRECTOR :
    PAUL MIDDLEDITCH
  • CINEMATOGRAPHER :
    DANIEL ARDILLY
  • EXECUTIVE PRODUCER :
    PETER MASTERTON
  • POST-PRODUCTION COMPANY :
    THE EDITORS, SYDNEY
  • EDITOR :
    JESS MUTASCIO
  • POST PRODUCER :
    DANIEL FRY
  • COLORIST :
    MARCUS TIMPSON
  • THE BRIEF :
    DEVELOP A PR-LED IDEA THAT UTILISES USAIN BOLT AND CRICKET AUSTRALIA TO IMPROVE OUR AUTHENTIC SPORT PERFORMANCE CREDENTIALS AMONGST SOCIALLY COMPETITIVE ATHLETES.
  • THE STRATEGY :
    OUR STRATEGY HAD THREE CRITERIA TO SUCCESS: WE WANTED TO SHOWCASE CRICKET’S ATHLETIC PERFORMANCE TO DRIVE RELEVANCE, UTILISE GATORADE’S BRAND HERITAGE TO MAKE IT OWNABLE, AND CELEBRATE USAIN BOLT’S ATHLETIC ACHIEVEMENT (AND HIS LOVE OF CRICKET) TO DRIVE CREDIBILITY. SOCIALLY COMPETITIVE ATHLETES ARE SCEPTICAL OF SPORTS DRINKS IN A CATEGORY THAT HAS TRADITIONALLY BEEN VIEWED AS ONE IN WHICH BRANDS ARE INTERCHANGEABLE. OUR KEY COMPETITOR SPEAKS TO SCIENCE FORMULAS AND ATHLETICISM, BUT WE HAVE A SPORTS SCIENCE STORY OUR COMPETITORS CAN’T COMPETE WITH – WE ARE THE ORIGINAL SPORTS DRINK, FUELLING THE GREATS SINCE 1965. USAIN BOLT IS ALSO A TRUE ORIGINAL IN HIS FIELD OF PLAY, FROM HIS ACHIEVEMENTS TO HIS PERSONALITY, AND ORIGINALITY AND AUTHENTICITY IS WHAT OUR AUDIENCE IS CRAVING MORE OF. SO, WE BROUGHT THIS ALL TOGETHER WITH THE PLATFORM: ORIGINALS PAVE THE WAY FOR GREATNESS.
  • THE EXECUTION/THE EXECUTION & CRAFT :
    WE CREATED AN ORIGINAL METRIC - THE BOLT RATE - WHICH MEASURES THE SPEED CRICKETERS RUN BETWEEN THE WICKETS, AND GOT USAIN BOLT TO TRAIN THE AUSTRALIAN CRICKET TEAM TOWARD A FASTER BOLT RATE FOR THE UPCOMING ASHES SERIES. WE LAUNCHED THE NEVER-BEFORE-SEEN METRIC TO MEDIA WITH A HERO VIDEO FEATURING USAIN BOLT TRAINING THE AUSTRALIAN MEN’S CRICKET TEAM IN THE WEEK LEADING IN TO THE SERIES. MEDIA USED SIMPLY INCLUDED THIS DIGITAL VIDEO AND 3 X KEY VISUAL IMAGES THAT LAUNCHED THE IDEA, WHICH WERE PICKED UP BY MEDIA PUBLICATIONS TO CREATE THEIR OWN CONTENT AROUND. IT WAS ALSO SUPPORTED ON GATORADE’S SOCIAL CHANNELS WITH LINK POSTS THAT DROVE TO A LIVE LEADERBOARD ON THE CRICKET AUSTRALIA WEBSITE, WHERE PEOPLE COULD TRACK THE FASTEST BOLT RATE’S THROUGHOUT AUSTRALIA’S SUMMER OF CRICKET.
  • THE RESULT :
    THE LAUNCH VIDEO INTRODUCING THE BOLT RATE WENT GLOBAL ALMOST INSTANTLY AFTER BEING RELEASED TO MEDIA, WITH THE FRONT PAGE OF THE SUN’S SPORT SECTION IN THE UK REPORTING OVERNIGHT. THIS NEW METRIC CREATED BY GATORADE AND THE WORLD’S FASTEST MAN GOT PEOPLE TALKING. IT RESULTED IN: - OVER 500 PIECES OF MEDIA COVERAGE OVER THE SPACE OF 3 WEEKS. - COVERAGE IN TIER ONE MEDIA SUCH AS FAIRFAX, NEWS CORP, THE SUN, CHANNEL 9 AND OTHERS. - WORLDWIDE REACH OF 189 MILLION OPPORTUNITIES TO SEE. - CLOSE TO 1.15 MILLION VIEWS OF THE LAUNCH VIDEO ON THE GATORADE FACEBOOK PAGE, WITH CLOSE TO 10,000 POST REACTIONS - OVER 400K VIEWS ON YOUTUBE, WITH A FULL COMPLETION RATE OVER 47% - OVER 700K LIKES ON BOLT’S OWN INSTAGRAM