{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"CONSUMER GOODS","is_link":false},{"keyword":"ENTRANT COMPANY","content":"TYO INC., TOKYO","is_link":false},{"keyword":"TITLE","content":"MIDDLE BOSS HERO","is_link":false},{"keyword":"BRAND","content":"CRAFT BOSS","is_link":false},{"keyword":"ADVERTISER","content":"SUNTORY SPIRITS LIMITED","is_link":false},{"keyword":"AGENCY","content":"HAKUHODO INC., TOKYO","is_link":false},{"keyword":"CREATIVE DIRECTOR","content":"HARA MANATO","is_link":false},{"keyword":"ART DIRECTOR","content":"KOMATSUZAKI MIREI","is_link":false},{"keyword":"COPYWRITER","content":"HARA MANATO","is_link":false},{"keyword":"ACCOUNT EXECUTIVE","content":"OKADA KENTO","is_link":false},{"keyword":"PR DIRECTOR","content":"TATSUTA MASANORI","is_link":false},{"keyword":"DIRECTOR","content":"KUROYANAGI TEPPEI","is_link":false},{"keyword":"CAMERAMAN","content":"SASAKI KEITA","is_link":false},{"keyword":"GAFFER","content":"TODA MASAHIRO","is_link":false},{"keyword":"FILM PRODUCER","content":"WADA YASUAKI","is_link":false},{"keyword":"PRODUCTION MANAGER","content":"KURUSU SAYAKA","is_link":false},{"keyword":"PRODUCTION DESIGNER","content":"MAKE-UP DIMENSIONS,INC.","is_link":false},{"keyword":"EDITOR","content":"NAGAI HIDEMI","is_link":false},{"keyword":"MOTION GRAPHIC","content":"NAGAI HIDEMI","is_link":false},{"keyword":"SOUND DESIGNER","content":"HIRAKAWA SHOTA","is_link":false},{"keyword":"MIXER","content":"HIRAKAWA SHOTA","is_link":false},{"keyword":"SPECIAL EFFECTS COMPANY","content":"SHIROGUMI INC., TOKYO","is_link":false},{"keyword":"SOUND PRODUCTION COMPANY","content":"MR MUSIC, TOKYO","is_link":false},{"keyword":"SOUND ENGINEER","content":"SAKAEDA MASATERU","is_link":false},{"keyword":"MIXER","content":"SAKAEDA MASATERU","is_link":false},{"keyword":"SOUND PRODUCER","content":"NAKANISHI YU","is_link":false},{"keyword":"MUSIC DIRECTOR","content":"NAKANISHI YU","is_link":false},{"keyword":"MUSIC ARRANGER","content":"ISHII YUKO","is_link":false},{"keyword":"MUSIC COMPOSER","content":"ISHII YUKO","is_link":false},{"keyword":"CAMPAIGN SUMMARY","content":"We turned struggling middle managers into middle heroes.\r<br>Middle Boss Hero was a media-led campaign by BOSS, a coffee brand positioned as a partner to working people in Japan.\r<br>In Japanese workplaces, middle managers face constant pressure.\r<br>Culturally expected to be considerate and self-sacrificing, they are caught between bosses and teams, absorbing stress silently for the sake of others.\r<br>BOSS chose to transform this invisible pressure into something visible—and honorable.\r<br>The campaign launched in Shimbashi, widely recognized as the sacred ground of Japanese businesspeople. Thousands of middle managers pass through the area every day, making it both symbolically powerful and highly relevant in reach. The timing was set at the end of the year, allowing the campaign to function as a gesture of gratitude.\r<br>At Shimbashi Station, we focused on uneven, hard-to-use OOH spaces usually avoided by advertisers. These constraints were redefined as Japan’s first Trapped OOH—outdoor advertising physically squeezed between structures. The media itself mirrored the pressure middle managers experience every day.\r<br>While most of the budget was concentrated on Shimbashi OOH, the idea was extended through social media using Fake OOH. With CG, the hero appeared trapped between buildings and elevator doors, creating a chain reaction of attention beyond physical space.\r<br>","is_link":false},{"keyword":"CREATIVITY\/IDEA\/INSIGHT","content":"Middle managers are always caught in between.\r<br>In Japan, cultural expectations make this pressure even heavier.\r<br>Rather than explaining this situation, we chose to express it through media.\r<br>By turning unusable OOH spaces into Trapped OOH, physical constraints directly represented emotional reality.\r<br>“Trapped” was not a visual motif, but the core media idea—making invisible pressure instantly understandable while honoring those who endure it.\r<br>","is_link":false},{"keyword":"STRATEGY","content":"The strategy focused on turning pressure into recognition.\r<br>Shimbashi was selected for both cultural meaning and daily reach as the symbolic home of Japan’s middle managers. Launching at the end of the year reinforced the message as one of appreciation.\r<br>Budget was concentrated on constrained OOH spaces in Shimbashi to maximize contextual impact. Once attention was generated on the street, the idea expanded through social media.\r<br>Fake OOH recreated the same “trapped” logic digitally, allowing the conversation to spread efficiently without increasing media volume.\r<br>","is_link":false},{"keyword":"EXECUTION","content":"A gigantic Middle Boss Hero was installed in narrow, uneven OOH spaces at Shimbashi Station.\r<br>Physically trapped between structures—and metaphorically between bosses and teams—the placement itself communicated the insight.\r<br>Fake OOH extended the same constraint-based thinking into digital spaces, placing the hero between buildings and elevator doors with CG, keeping the idea consistent across platforms.\r<br>","is_link":false},{"keyword":"RESULT","content":"Within the first week of release, the campaign generated 12.05 million video views, reached 10.7 million people, and earned 26 PR articles organically.","is_link":false}],"files2":[{"name":"ME01_003.mp4","type":"mp4"},{"name":"ME01_003_DI01L.jpg","type":"jpg"}],"count":2}