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  • SUB CATEGORY :
    FILM CRAFT LOTUS
  • COMPANY ENTERING :
    DASH CO., LTD., TOKYO
  • ENTRY TITLE :
    INSTANT BUZZ / SAMURAIDRONECATIDOLSUPERHUMAN RUBEGOLDBERGVIEWERWARNINGTOOEXPLOSIVEHIGHSCHOOLGIRL
  • BRAND :
    CHIKIN RAMEN
  • ADVERTISER :
    NISSIN FOOD PRODUCTS CO., LTD.
  • AGENCY :
    DENTSU INC., TOKYO/DENTSU PUBLIC RELATIONS INC, TOKYO
  • EXECUTIVE CREATIVE DIRECTOR :
    ICHIRO KINOSHITA/KAZUNORI SAITO
  • CREATIVE DIRECTOR :
    YOSHIO TANAHASHI
  • COPYWRITER :
    NAOYA KUDO
  • COMPUTER ARTIST :
    GO MORIKAWA
  • ACCOUNT EXECUTIVE :
    YUICHIRO SHIMADA/ATSUO SOBAJIMA/TSUYOSHI SONE
  • MEDIA PLANNING DIRECTOR :
    YOHEI NEMOTO
  • MEDIA PLANNING MANAGER :
    KOJI URATA
  • MEDIA PLANNER :
    KEISUKE FUJITA
  • PLANNER :
    NAOYA KUDO
  • FILM PRODUCTION COMPANY :
    DASH CO., LTD., TOKYO/TOKYO INC., TOKYO
  • DIRECTOR :
    YOSHIHIRO MORI
  • D.O.P/CINEMATOGRAPHER :
    AKIYOSHI YOSHIDA
  • GAFFER :
    SHOGEN YAMAMOTO
  • FILM PRODUCER :
    MAIKO SHIMADA
  • PRODUCTION MANAGER :
    YUKI TANINAKA/MINAMI CHIWAKI/HIROTO YOSHIDA/TSUYOSHI OKAWA
  • HAIR & MAKE-UP :
    MOTOKO SUGA
  • STYLIST :
    MAYUMI SUGIYAMA
  • CO-ORDINATOR :
    TOMOHIRO KAMINAGA/EIJI ONOKI
  • POST-PRODUCTION COMPANY :
    MCRAY CORPORATION, TOKYO
  • EDITOR :
    NORIHIRO IWAMA
  • COLORIST :
    AYAKO OSUMI
  • FLAME ARTIST :
    TAKAHIRO TSUJI
  • SPECIAL EFFECTS COMPANY :
    TAIYO KIKAKU CO., LTD., TOKYO
  • VISUAL EFFECTS :
    GO MORIKAWA
  • SPECIAL EFFECTS PRODUCER :
    TOSHIHIKO SAKATA
  • SOUND PRODUCTION COMPANY :
    ARTARI, TOKYO
  • SOUND DESIGNER :
    SHOKO SATO
  • SOUND MIXER :
    KANAKO KAWASE
  • MUSIC PRODUCER :
    YOSHINOBU MORIKAWA
  • CULTURAL CONTEXT EXPLANATION :
    CHIKIN RAMEN IS THE WORLD’S FIRST INSTANT RAMEN NOODLE THAT HAS BEEN LOVED FOR OVER 58 YEARS SINCE ITS LAUNCH. THERE WAS A MOOD IN JAPAN WHERE PEOPLE WERE SATIATED WITH THE TREND OF “BUZZ” AND “VIRAL” ON RECENT ADVERTISEMENTS.
  • ENGLISH SYNOPSIS :
    WE CREATED A VIDEO OF THE WORLD’S FIRST INSTANT RAMEN NOODLE, “CHIKIN RAMEN” THAT WOULD GO VIRAL IN AN INSTANT. WITHIN THE 3 MINUTES VIDEO THAT IS THE SAME DURATION FOR THE CHIKIN RAMEN TO BE COOKED, WE FILLED IN 20 OF THE MOTIFS THAT ARE COMMONLY USED TO MAKE VIRAL MOVIES IN JAPAN. SAMURAI, DRONES, HIGH SCHOOL GIRLS, CATS, IDOL AND MANY OTHERS RAPIDLY APPEAR AND AT THE END OF THE MOVIE, WE EMPHASIZED PARADOXICALLY THE IMPORTANCE OF THE LONG-LOVED BRAND RATHER THAN FADS THAT COME AND GO.
  • ENGLISH CONTEXT EXPLANATION :
    CHIKIN RAMEN IS THE WORLD’S FIRST INSTANT RAMEN NOODLE THAT HAS BEEN LOVED FOR OVER 58 YEARS SINCE ITS LAUNCH.
  • AWARD :
    FINALIST
  • SUB CATEGORY :
    BEST INTEGRATED MEDIA CAMPAIGN
  • COMPANY ENTERING :
    INNOCEAN WORLDWIDE, SEOUL
  • ENTRY TITLE :
    SHACKLETON'S RETURN
  • BRAND :
    HYUNDAI MOTOR COMPANY
  • ADVERTISER :
    HYUNDAI MOTOR COMPANY
  • AGENCY :
    INNOCEAN WORLDWIDE, SEOUL
  • CHIEF CREATIVE OFFICER :
    JEREMY CRAIGEN
  • EXECUTIVE CREATIVE DIRECTOR :
    KIM, JUNG-A
  • COPYWRITER :
    NEW, SUMMER/LEE, JUNKYU/PARK, EUNJOO/RHEE, SEUNG HA
  • ART DIRECTOR :
    HWANG, YOUNG HO/PARK, SANGKWON/GO, MINJU
  • ACCOUNT DIRECTOR :
    KIM, JONG PIL
  • ACCOUNT MANAGER :
    KIM, JUNG HWAN
  • ACCOUNT EXECUTIVE :
    SEOK, AYOUNG/KIM, JIN/KIL, A RUM/CHOI, MOON HEE/CHOI, HA BEEN/
    LEE, SUN JUN
  • MEDIA PLANNING MANAGER :
    SHIM, EUN JUNG
  • MEDIA PLANNER :
    LEE, JUNG EUN/PARK, KYUNGHEE
  • AGENCY PRODUCER :
    KIM, BAE SEONG
  • FILM PRODUCTION COMPANY :
    PLANIT PRODUCTION, SEOUL
  • DIRECTOR :
    KO, HAN KI
  • DIRECTOR OF PHOTOGRAPHY :
    LIPPSTOCK TORSTEN
  • ASSISTANT DIRECTOR :
    JANG, MOK CHEON
  • 1ST ASSISTANT CAMERA :
    SEIDL ALEX
  • EXECUTIVE PRODUCER :
    JUNG, SUNG WON
  • FILM PRODUCER :
    NAM, JI HYUN/NAM YOON SEOK/SIEGEL NATHALIE
  • POST-PRODUCTION COMPANY :
    EDITIN, SEOUL
  • EDITOR :
    YOU, SE JIN
  • ASSISTANT EDITOR :
    KIM, EUN HYE
  • SPECIAL EFFECTS COMPANY :
    VIXEN, SEOUL
  • 2D SUPERVISOR :
    PARK JI IN
  • 2D ARTIST :
    KO, HO YEON/JANG, HYE RI/OH, TAE DONG
  • SOUND PRODUCTION COMPANY :
    ASAP, SEOUL
  • SOUND DESIGNER :
    CHO, WON HEE/KIM, JUN SIK
  • MUSIC DIRECTOR :
    LEE, BAN SEOK
  • THE BRIEF :
    HYUNDAI MOTOR INTENDED TO CREATE AN ALL ON-LOCATION DOCUMENTARY FILM DEPICTING PATRICK, GREAT GRANDSON OF SHACKLETON PREPARING, EXECUTING, AND COMPLETING THE EXPEDITION. 2 YEAR PREPARATION PERIOD FOR THE FILM INCLUDED DESCENDANT INTERVIEW, ICELAND TRAINING, MODIFICATION OF SANTA FE, AND ENGRAVING THE CREW MESSAGES ON THE VEHICLE. BY BRINGING BACK HIS LEADERSHIP AND THE SPIRIT OF SELF-SACRIFICE THAT VALUED SAFE RETURNS OF HIS CREW, WE COULD DELIVER HYUNDAI MOTOR’S PHILOSOPHY OF “TOGETHER FOR A BETTER FUTURE’ BASED ON ‘CARING’ FOR CUSTOMERS AND IT REACHED 100M VIEWS FOR THE FIRST TIME AS AN AUTOMOBILE ADVERTISEMENT.
  • THE STRATEGY :
    THERE ARE THREE STRATEGIC POINTS WHICH HYUNDAI MOTOR HAS PLANNED FOR THIS CAMPAIGN. FIRST, SHACKLETON'S LEADERSHIP PARALLELS HYUNDAI MOTOR’S CORE PHILOSOPHY OF 'TOGETHER FOR A BETTER FUTURE,' WHICH VALUE CUSTOMERS ABOVE ALL ELSE. SECOND STRATEGIC POINT OF THE CAMPAIGN IS TO SHOW HYUNDAI MOTOR’S VISION THAT THE CAR OF THE FUTURE SHOULD MAKE POSSIBLE FOR PEOPLE TO GO ANYWHERE, AT ANY TIME. THIRD STRATEGIC POINT IS TO DEMONSTRATE HYUNDAI MOTOR’S OUTSTANDING TECHNOLOGY. AS THE SINCERITY IS THE MOST IMPORTANT FACTOR FOR THE THREE POINTS ABOVE, WE WANTED TO EMPHASIZE ON THE HISTORICAL FIGURE SHACKLETON, AND CREATED A DOCUMENTARY FILM WITH ALL ON-LOCATION SHOOTINGS IN ANTARCTICA. DURING THE PREPARATION, THE CAMPAIGN WAS CRAFTED THROUGH AN IN-DEPTH RESEARCH WHICH INCLUDED MULTIPLE CONSULTATIONS WITH RELATED ORGANIZATIONS, AND INTERVIEWS WITH THE DESCENDANTS OF THE CREWMEMBERS. WE HAVE RECREATED AND PROVIDED THE CONTENTS ON ALL DIGITAL PLATFORMS TO SHED A NEW LIGHT ON HIS STORY.
  • THE EXECUTION/THE EXECUTION & CRAFT :
    1. PREPARATION - FOUND THE DESCENDANTS OF THE 27 ORIGINAL CREW MEMBERS IN 10 MONTHS - MODIFICATION OF THE SANTA FE (REPLACEMENT OF THE FUEL TANK, 38 INCH TIRE, MODIFICATION OF PORTAL GEAR) - ENGRAVED THE MESSAGES ON THE VEHICLE TO SIGNIFY THAT THE ORIGINAL CREWMEMBERS AND THEIR DESCENDANTS ARE ON BOARD 2. THE EXECUTION - SUCCESSFUL TRAVERSE OF ANTARCTICA,5,800KM IN 30 DAYS. ('16 .12. 04 ~ '17 .1. 02) - PRE-LAUNCHING: ‘SHACKLETON'S DIARY’ TELLING ‘ENDURANCE EXPEDITION’ WITH ‘ELENI KALOKOTI’ - LAUNCHING EVENT IN LONDON, UK (APRIL 19TH 2017). - CAMPAIGN LAUNCH: ‘MAIN FILM’, 'DESCENDANTS INTERVIEW', AND 'DEDICATED TO SHACKLETON' FILM ARE RELEASED ON YOUTUBE. THE CAMPAIGN SITE INCLUDES MORE DETAILED INFORMATION SUCH AS VEHICLE MODIFICATION AND SHACKLETON. - AFTER-LAUNCH: ‘PATRICK’S DIARY’ BY THE GREAT-GRANDSON TELLING HIS EXPEDITION. - ADDITIONAL: DECIDED TO DONATE THE VEHICLE TO THE ANTARCTIC BASE FOR RESEARCH. HYUNDAI UK WILL BE PROMOTING ‘SPECIAL EDITION’
  • THE RESULT :
    - THE FIRST CROSSING OF ANTARCTICA BY PASSENGER CAR (5,800KM IN 30 DAYS) - THE ONLY AUTOMOBILE MARKETING CAMPAIGN TO ACHIEVE 100M YOUTUBE VIEWS GLOBALLY IN 6 WEEKS - “TOP1 ON VIRAL VIDEO CHART”- ADAGE - “THE TOP-WATCHED VIDEO THIS WEEK” FOR 7 WEEKS – AUTOMOTIVE NEWS - EARNED GLOBAL MEDIA COVERAGE ON THE CAMPAIGN/EXPEDITION IN ABOUT 40 COUNTRIES - GAINED 13,500 FOLLOWERS ON SOCIAL CAMPAIGN ACCOUNT IN A WEEK AFTER THE PRE-LAUNCH (FACEBOOK 8,500 FOLLOWS, INSTAGRAM 5,000 FOLLOWERS) - GAINED 2.3 MILLION VISITORS WITH MORE THAN 200% PAGE VIEWS ON WEBSITE (4.83 MILLION) WITHOUT BANNER ADVERTISEMENT FOR LANDING
  • URL 1 :
    http://shackletonsreturn.hyundai.com
  • URL 2 :
    http://instagram.com/shackletonsreturn