AWARDS :

FINALIST

SUB CATEGORY :

BEST INTEGRATED DIRECT CAMPAIGN

COMPANY ENTERING :

HAKUHODO INC., TOKYO

ENTRY TITLE :

SILENT SHOUT

BRAND :

NIIGATA NIPPO

ADVERTISER :

NIIGATA NIPPO CO,LTD.

AGENCY :

HAKUHODO INC., TOKYO/NIIGATA HAKUHODO INC., NIIGATA

EXECUTIVE CREATIVE DIRECTOR :

AIRO TAKANOHASHI

CREATIVE DIRECTOR :

KOICHI KUSAKABE

COPYWRITER :

KEI HIRASA

ART DIRECTOR :

SHUHEI KUWABARA

ACCOUNT DIRECTOR :

TAKUMI BANNAI

ACCOUNT MANAGER :

MASAE SATO/TAKURO KOBAYASHI

INTERACTIVE PLANNER :

KATSUYA AONUMA

FILM PRODUCTION COMPANY :

CRAY, TOKYO

DIRECTOR :

SATOSHI TANAKA (CRAY)

CINEMATOGRAPHER :

TAKAHIRO MATSUNAGA (SONNE)

EXECUTIVE PRODUCER :

TAKESHI ANZAI (CRAY)

PRODUCTION MANAGER :

ASAMI SEKI (CRAY)

EDITOR :

TARO KURATA (FREELANCE)

SOUND PRODUCTION COMPANY :

SOUNDCITY, TOKYO

MIXER 2 :

RIO SUZUKI

THE BRIEF :

THE NIIGATA NIPPO, A LOCAL JAPANESE PAPER, HAS LONG LISTENED TO THE OPINIONS OF NIIGATA AREA RESIDENTS. BUT WITH AN INCREASING AMOUNT OF INFORMATION AT PEOPLE’S FINGERTIPS, SUBSCRIPTION NUMBERS HAVE PLUNGED. AS A RESULT, LOCAL VOICES HAVE BEEN DYING OUT. WE NAMED THE SITUATION “SILENT SHOUT”. WE TRIED TO REMIND PEOPLE OF THE IMPORTANCE OF LOCAL NEWSPAPERS.

THE STRATEGY :

WE DELIBERATELY MUTED THE VOICE TRACKS IN THREE TV COMMERCIALS THAT PORTRAYED LOCAL ISSUES. AFTER THE TV COMMERCIALS STIRRED UP A GREAT DEAL OF CONTROVERSY, THE DETAILS OF THE STORIES AND THE INTENTION BEHIND THE COMMERCIALS WERE REVEALED IN AN EXTRA EDITION OF THE NEWSPAPER AND THE COMPLETE VIDEOS WERE PUBLISHED ON A WEBSITE.

THE EXECUTION :

ALTHOUGH EVERYONE RECOGNIZES THE ISSUES AROUND THEM AND THE IMPORTANCE OF SPEAKING OUT ABOUT THEM, PEOPLE HAVE A TENDENCY TO IGNORE LOCAL STORIES. WE MADE USE OF THREE SINGULAR TV COMMERCIALS TO POINT OUT THAT THE VOICES OF LOCAL RESIDENTS ARE BEING BURIED IN AN AVALANCHE OF INFORMATION AND THAT THE VOICES WHICH SHOULD BE HEARD ARE NOT BEING HEARD. THE TV COMMERCIALS RAISED AWARENESS OF THESE SILENT SHOUTS AND GAVE THEM A VOICE.

THE RESULT :

VISITORS TO THE WEBSITE INCREASED BY 400 PERCENT, AND A HUGE NUMBER OF COMMENTS APPEARED ON TWITTER AND OTHER WEBSITES. PEOPLE BEGAN PAYING ATTENTION TO LOCAL ISSUES, AND SUBSCRIPTION APPLICATIONS TO THE PAPER SOARED BY 210 PERCENT, COMPARED TO BEFORE THE CAMPAIGN. MORE THAN ANYTHING, THROUGH THIS CAMPAIGN, WE SUCCEEDED IN REMINDING PEOPLE ABOUT THE NECESSITY OF LOCAL NEWSPAPERS.