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  • AWARDS :
    GOLD
  • SUB CATEGORY :
    ONLINE
  • COMPANY ENTERING :
    TOKYU AGENCY INC., TOKYO
  • ENTRY TITLE :
    MAMAMETAL
  • BRAND :
    VAN HOUTEN COCOA
  • ADVERTISER :
    KATAOKA & CO.,LTD
  • AGENCY :
    TOKYU AGENCY INC., TOKYO
  • CREATIVE DIRECTOR :
    TETSUSHI KAWACHI
  • COPYWRITER :
    TETSUSHI KAWACHI
  • ART DIRECTOR :
    TOSHIMI HAYASHI
  • WEB DIRECTOR :
    YUTA OKUBO
  • ARTIST 2 :
    YOSHIKAZU FURUYA
  • ACCOUNT EXECUTIVE :
    AKIRA UEMOTO/SATSUKI NAGAI
  • PLANNER :
    TETSUSHI KAWACHI/YOKO OSOEGAWA
  • PR :
    DAISUKE NISHIMURA
  • FILM PRODUCTION COMPANY :
    AOI PRO. INC., TOKYO
  • DIRECTOR :
    SHIGEO MATSUYAMA (CLUB_A)
  • CINEMATOGRAPHER :
    KEISUKE IMAMURA
  • EXECUTIVE PRODUCER :
    HISAYA KATO
  • FILM PRODUCER :
    KAZUKI SATO
  • PRODUCTION MANAGER :
    TAKUMA ISO
  • HAIR & MAKE-UP :
    MIYO SEKIYA
  • STYLIST/WARDROBE :
    MINAGAWA BONMIE
  • LIGHTMAN :
    MAKOTO ODA
  • POST-PRODUCTION COMPANY :
    AMANA INC., TOKYO
  • POST PRODUCER :
    KENJI HASHIMOTO
  • ASSISTANT PRODUCER :
    MAYU YAMAMOTO/YUSUKE HINO
  • FOOD CORDINATOR :
    JUN OKUBO
  • CG :
    TSUMIKI
  • ANIMATOR :
    LIBERTY
  • FOOD ADVERTISER :
    KAORI YAMAGUCHI
  • SOUND PRODUCTION COMPANY :
    ORIGAMI, TOKYO
  • MUSIC COMPOSER :
    RENJI KUMAI
  • BACKBAND :
    BARBARIANCHERRY
  • PHOTOGRAPHER :
    HIROSHI ISHIKAWA
  • URL :
    https://youtu.be/y7MvRvxMQo8
  • THE BRIEF :
    MOTHERS ARE THE MAIN CONSUMERS OF COCOA. VAN HOUTEN WANTED TO BECOME "MOM'S BEST FRIEND" - THE BRAND TO WHICH MOTHERS TURN TO RELIEVE THEIR EVERYDAY STRESS.
  • THE STRATEGY :
    MOTHERS GIVE ALL OF THEIR TIME AND ENERGY FOR THE SAKE OF THEIR FAMILIES, BUT IT IS A THANKLESS JOB. FOR THIS PROJECT WE RESEARCHED THE DAILY STRESSES MOTHERS FACE, THE THINGS THEY HOLD BACK FROM SAYING TO THEIR FAMILIES, AND THEN WE SHOUTED OUT THOSE FRUSTRATIONS FOR THEM.
  • THE EXECUTION :
    WE FORMED A HEAVY METAL BAND CALLED "MAMAMETAL." THE BAND RELEASED A SERIES OF SONGS SHOUTING OUT THE DAILY FRUSTRATIONS THAT MOTHERS NORMALLY CANNOT EXPRESS. A VIDEO OF THESE SONGS WAS LAUNCHED ON YOUTUBE AND FACEBOOK WITH THE AIM THAT IT WOULD BE AN EMPOWERING TOOL THAT MOTHERS WOULD SEE ON SNS, THINK "THAT'S WHAT I WANT TO SAY!" AND THEN SPEAK OUT.
  • THE RESULT :
    A GREAT MANY MOTHERS HAVE USED THIS VIDEO TO SHOUT OUT THEIR FRUSTRATIONS ON SNS. ITS CONTENTS HAVE HELPED THEM VOCALIZE THE UNSPOKEN DAILY STRESSES OF HOME LIFE AND FIND EMPATHY, LAUGHTER AND RELEASE WITH THEIR OTHER MOM FRIENDS. THE VIDEO WAS VIEWED OVER 2 MILLION TIMES IN THREE WEEKS AND RECEIVED A GREAT DEAL OF TV COVERAGE. YEAR-ON-YEAR SALES OF VAN HOUTEN COCOA INCREASED 150%.