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  • SUB CATEGORY :
    EDITING
  • COMPANY ENTERING :
    DICTIONARY FILMS TOKYO, TOKYO/CUTTERS TOKYO, TOKYO
  • ENTRY TITLE :
    NIKE #MINOHODOSHIRAZU
  • BRAND :
    NIKE
  • ADVERTISER :
    NIKE
  • AGENCY :
    WIEDEN + KENNEDY TOKYO, TOKYO
  • EXECUTIVE CREATIVE DIRECTOR :
    MIKE FARR/TOTA HASEGAWA
  • CREATIVE DIRECTOR :
    HIROSHI KUYAMA
  • COPYWRITER :
    TAKESHI AMATA/ANDREW MILLER
  • ART DIRECTOR :
    YOHEI ADACHI
  • ACCOUNT DIRECTOR :
    RYAN JOHNSON
  • ACCOUNT MANAGER :
    TATSUYA HIROKOSHI
  • ACCOUNT EXECUTIVE :
    CASEY YONEYAMA
  • PR :
    MAIKO NISHIKAWA
  • STRATEGIC PLANNING DIRECTOR :
    PAULA BLOODWORTH/MARIA CORREA
  • STRATEGIC PLANNER :
    ITARU HAGINO
  • PRODUCTION ASSISTANT :
    JOAQUIN ZULUAGA
  • AGENCY PRODUCER :
    KANA WAKABAYASHI
  • DIGITAL PRODUCER :
    REIKO KAWAGUCHI
  • PRODUCTION MANAGER :
    YOKO ONODERA
  • STUDIO MANAGER :
    LIZZIE MURRAY
  • TRANSLATOR :
    MAKO TOMITA/TAKURO KOBAYASHI/TOSHIKO IIDA
  • FILM PRODUCTION COMPANY :
    DICTIONARY FILMS TOKYO, TOKYO
  • DIRECTOR :
    OMRI COHEN
  • D.O.P/CINEMATOGRAPHER :
    KRISTOF BRANDL
  • GAFFER :
    HIDEKI TATENO
  • EXECUTIVE PRODUCER :
    PETER GRASSE
  • POST-PRODUCTION COMPANY :
    CUTTERS TOKYO, TOKYO
  • EDITOR :
    RYAN MCGUIRE
  • COLORIST :
    BEN CONKEY
  • FLAME ARTIST :
    DR. YU
  • POST PRODUCER :
    MEGUMI IRINO
  • SPECIAL EFFECTS COMPANY :
    CUTTERS TOKYO, TOKYO
  • SOUND PRODUCTION COMPANY :
    ANOTHER COUNTRY, CHICAGO/PIANO INC., TOKYO
  • SOUND DESIGNER/MIXER :
    ERIC WIDMARK (ANOTHER COUNTRY)
  • SOUND STUDIO PRODUCER :
    KEISUKE "TOMMY" TOMINAGA (PIANO INC.)
  • MUSIC COMPOSER :
    NOZOMU YONEDA
  • ENGLISH SYNOPSIS :
    THE TV SPOT OPENS WITH YOUNG VOICES FROM A TRADITIONAL “MORNING MEETING.” THE VOICE OVER GOES ON TO STATE VARIOUS LIMITS THAT SOCIETY AND EDUCATIONAL ENVIRONMENTS HAVE INFLUENCED AND IMPOSED OVER THE YEARS. THE VISUALS SHOW A STARK CONTRAST TO THE VOICE OVER, PORTRAYING YOUNG ATHLETES AGGRESSIVELY CHALLENGING AND BREAKING THEIR LIMITS. WE HOPE TO INSPIRE JAPANESE YOUTH WITH NIKE’S JUST DO IT. SPIRIT BY GIVING THEM AN OPPORTUNITY TO REEVALUATE AND REDEFINE THE PHRASE “MINOHODOSHIRAZU.”
  • ENGLISH CONTEXT EXPLANATION :
    THE PHRASE “MINOHODOSHIRAZU” IS TYPICALLY USED AS AN INSULT DIRECTED AT PEOPLE WHO ARE SEEN AS OVERLY AMBITIOUS. HOWEVER, NIKE BELIEVES THAT “NOT KNOWING YOUR PLACE” AND NOT PLACING LIMITS ON YOURSELF, IS AN IDEAL MINDSET FOR ATHLETES. BY COMBINING THE IDEA OF “MINOHODOSHIRAZU” WITH “JAPANESE ATHLETES CHALLENGING THEIR LIMITS,” WE WANTED TO GIVE THE PHRASE A SURPRISING, POSITIVE MEANING.
  • SUB CATEGORY :
    EFFECTIVE LOTUS - CAMPAIGN SUCCESS
  • COMPANY ENTERING :
    BWM DENTSU, SYDNEY
  • TITLE :
    SCORCHY INTEGRATED
  • BRAND :
    JEMENA
  • ADVERTISER :
    JEMENA
  • AGENCY :
    BWM DENTSU, SYDNEY
  • MANAGING DIRECTOR :
    ALEX CARR
  • CHIEF CREATIVE OFFICER :
    ROB BELGIOVANE
  • CHIEF STRATEGY OFFICER :
    JAMIE MACKAY
  • EXECUTIVE CREATIVE DIRECTOR :
    ASHEEN NAIDU
  • COPYWRITER :
    JOL TEMPLE
  • ART DIRECTOR :
    KEVIN REECE
  • ACCOUNT DIRECTOR :
    GEMMA AP GERAINT
  • EXECUTIVE PLANNING DIRECTOR :
    KARL BATES
  • AGENCY PRODUCER :
    EMMA DURLACHER
  • PRINT PRODUCER :
    SIMON HOLDAWAY
  • FILM PRODUCTION COMPANY :
    SCOUNDREL, SYDNEY
  • DIRECTOR :
    TIM BULLOCK
  • EXECUTIVE PRODUCER :
    ADRIAN SHAPIRO
  • POST-PRODUCTION COMPANY :
    SCOUNDREL, SYDNEY
  • EDITOR :
    ADAM WILLS
  • COLORIST :
    BEN EAGLETON
  • SPECIAL EFFECTS COMPANY :
    BLOCKHEAD VFX, AUCKLAND
  • SOUND PRODUCTION COMPANY :
    TONE ASTON, SYDNEY/RUMBLE STUDIO, SYDNEY
  • PRINT PRODUCTION COMPANY :
    FREEWAY REPS, SYDNEY
  • PHOTOGRAPHER :
    ANDREAS BOMMERT
  • RETOUCHER :
    MARK STERNE
  • PRINT PRODUCER :
    GRANT NAVIN
  • CAMPAIGN SUMMARY :
    WITH RISING PRICES, CONTROVERSY REGARDING THE EXPORT OF AUSTRALIAN GAS, AND THE RISING APPEAL OF RENEWABLE ENERGY, NATURAL GAS IS THE UNDERDOG IN AUSTRALIA. IN THIS CONTEXT WE WERE ASKED TO FORCE A CUSTOMER REAPPRAISAL AND GENERATE RENEWED INTEREST IN NATURAL GAS APPLIANCES FOR COOKING, HEATING AND HOT WATER. CHALLENGING THE CONVENTIONS OF A STAID CATEGORY WITH THE HELP OF AN UNUSUAL FAMILY PET, WE APPLIED THE HEAT, INCREASING CONSIDERATION OF KEY GAS APPLIANCES BY 20%, CONTRIBUTING TO A 77% UPLIFT OF NEW HOUSEHOLDS CONNECTING TO THE JEMENA GAS NETWORK.
  • THE BRIEF :
    OUR BRIEF WAS TO DEMONSTRATE HOW INSTANTANEOUS CONTROL MAKES NATURAL GAS THE INSTANTLY BETTER CHOICE FOR HEATING, COOKING AND HOT WATER IN ANY SELF-RESPECTING MODERN AUSTRALIAN HOME. SUCCESS WOULD BE MEASURED BY OUR DELIVERY AGAINST VARIOUS BRAND AND BUSINESS OBJECTIVES. BRAND OBJECTIVES 1. RAISE BRAND AWARENESS OF NATURAL GAS BY 10% AND STRENGTHEN THE EMOTIONAL CONNECTION WITH THE BRAND 2. INCREASE CONSIDERATION OF KEY ADDITIONAL APPLIANCES: A. HOT WATER +20% B. HOME HEATING +20% BUSINESS OBJECTIVES 3. INCREASE QUALIFIED LEADS BY 30% FROM 39,000 TO 50,000. 4. CONTRIBUTE TO AN UPLIFT IN GAS CONNECTIONS BY +10%*
  • THE STRATEGY :
    WE UNDERSTOOD THAT WE NEEDED TO CHALLENGE EXPECTATIONS IF WE REALLY WERE GOING TO JOLT PEOPLE OUT OF THEIR INDIFFERENCE. IT MEANT DISRUPTING A VERY CONSERVATIVE CATEGORY. WE ALSO CHOSE TO USE A HUMOROUS APPROACH TO ENGAGE THE TARGET EMOTIONALLY. IN GIVING NATURAL GAS ITS OWN DISTINCTIVE CHARACTER WE WANTED TO CREATE A HIGHLY RECOGNIZABLE BRAND ASSET THAT WOULD QUICKLY ESTABLISH THE CAMPAIGN AND GIVE IT SOCIAL CURRENCY. AND SO WE DEVELOPED SCORCHY THE DRAGON (LIKE A GAME OF THRONES DRAGON, ONLY SMALLER, AND SLIGHTLY MORE LIKEABLE). HE WAS THE PERFECT METAPHOR FOR OTHER LESS EFFECTIVE ENERGY SOURCES IN AND AROUND THE HOME. SCORCHY IS THE FAMILY PET SO NATURALLY HE HELPS OUT AROUND THE HOUSE, BUT UNFORTUNATELY HIS ABILITY TO HEAT A FRYING PAN IS A DISASTER, HIS EFFORTS TO HEAT BATH WATER DANGEROUSLY INEFFICIENT AND WHEN HE PROVIDES HEATING AROUND THE HOUSE A FIRE EXTINGUISHER IS REQUIRED. THE MORE SCORCHY TRIES, THE MORE HE DEMONSTRATES THE INADEQUACY OF OTHER ENERGY SOURCES AROUND THE HOME. HE CAN’T MATCH THE INSTANT, CONTROLLABLE PERFORMANCE OF NATURAL GAS. WE USED TV, RADIO AND OOH TO DEMONSTRATE THE CORE BENEFIT OF NATURAL GAS IN A WAY THAT WAS ENTERTAINING WHILST SIMULTANEOUSLY POSITIONING COMPETITION AS BEING OLD-FASHIONED AND OUT OF DATE. OUR CHANNEL STRATEGY WAS DESIGNED TO TAKE THE TARGET DOWN A PURCHASE FUNNEL; FORCE REAPPRAISAL OF NATURAL GAS; DRIVE CONSIDERATION; AND ULTIMATELY CONVERT THIS TO CONNECTION. WE USED GAS USAGE DATA TO CLASSIFY THOSE SUBURBS WHO HAD A LOW PENETRATION OF HOT WATER OR HEATING AND THEN PUSHED KEY MESSAGING ABOUT THESE APPLIANCES WITHIN THOSE SUBURBS, ENSURING WE REACHED THE RIGHT PEOPLE AT THE RIGHT TIME ABOUT THE RIGHT GAS APPLIANCE.
  • THE EXECUTION/THE EXECUTION & CRAFT :
    TO DRIVE BRAND REAPPRAISAL WE LAUNCHED THREE 30” COMMERCIALS COVERING COOKING, HEATING AND HOT WATER. THESE WERE SUPPORTED BY MULTIPLE RADIO EXECUTIONS AND A 60” CINEMA AND ONLINE VIDEO FOCUSING ON THE TRIALS AND TRIBULATIONS OF LIVING WITH SCORCHY, DRIVING VERY HIGH ENGAGEMENT LEVELS.WE WORKED HARD TO FURTHER SUPPORT ENGAGEMENT THROUGH A VARIETY OF OTHER UNEXPECTED CHANNELS INCLUDING SCORCHY’S APPEARANCE IN THE FAMOUS CITY2SURF FUN RUN, HIS INSTAGRAM COOKING FEED, AND THROUGH HIS APPEARANCE AT THE SYDNEY HOMESHOW. HIGH IMPACT PLACEMENTS IN JULY, THE DEPTH OF WINTER IN AUSTRALIA, CARRIED HEATING & HOT WATER MESSAGES. WE WRAPPED BUSES IN SYDNEY WITH A LARGE IMAGE OF SCORCHY BREATHING FIRE AND THUS DELIVERED A HEATING MESSAGE THROUGHOUT THE CITY. AT TOWN HALL, WE TOOK OVER THE STATION FOR THE MONTH OF JULY WITH LARGE SCREENS AND WALL AND FLOOR DECALS CARRYING MESSAGES TO PEOPLE WHO WERE COLD AND WET. DIGITAL OOH SCREENS ACROSS THE RAILWAY NETWORK INCLUDED LARGE FORMAT DIGITAL ANIMATIONS OF SCORCHY BREATHING FIRE. A CASH-BACK OFFER HELPED CONVERT CONSIDERATION TO CONVERSION. THE CASH BACK OFFER RAN ON RADIO, AND WAS COMMUNICATED THROUGH DIGITAL BANNERS. OOH SCREENS AT HOMEMAKER CENTRES TARGETED THOSE ALREADY RENOVATING AND THUS READY TO BUY AN APPLIANCE.
  • THE RESULT :
    ADVERTISING SUCCEEDED IN DRIVING AN EMOTIONAL CONNECTION. BRAND AWARENESS ROSE 20% AGAINST PRE-CAMPAIGN LEVELS. [JULY 2016-JUNE 2017] CONSIDERATION OF HOT WATER ALSO INCREASED 21%, HOME HEATING ROSE 53%. CAMPAIGN GENERATED AN INCREASE IN QUALIFIED LEADS OF 87% Q2 AND 34% Q3 FROM JUST UNDER 4000 TO JUST OVER 6000.OUR GOAL WAS AN UPLIFT IN GAS CONNECTIONS BY +10% (FROM 1089 TO 1175) BUT THE CAMPAIGN CONTRIBUTED TO A MASSIVE UPLIFT IN NEW CONNECTIONS INCREASING 77% TO JUST OVER 1800 NEW HOUSEHOLD CONNECTIONS.WE FEEL CONFIDENT IN ATTRIBUTING MORE THAN 10% TO INCREASED AWARENESS AND GREATER EMOTIONAL AFFINITY. THERE ARE CERTAIN FACTORS THAT CAN DRIVE INCREASE THAT CAN BE RULED OUT: CASH BACK OFFERS ARE A COMMON DEVICE USED EVERY YEAR. BUT THEY DID NOT ACCOUNT FOR THE YEAR ON YEAR UPLIFTS. NSW TEMPERATURES IN JULY 2017 WERE SLIGHTLY HIGHER THAN NORMAL MEANING THE TEMPERATURE WAS NOT A FACTOR. PRICES CONTINUED TO INCREASE DURING THE WINTER OF 2017, GAS EXPORTS AT THE EXPENSE OF THE DOMESTIC MARKET WERE A PARTICULARLY HOT ISSUE AT THE TIME OF THE CAMPAIGN, WHILE OUTAGES IN SOUTH AUSTRALIA PLACED YET MORE EMPHASIS ON THE ROLE OF SOLAR ENERGY. OUR BUDGET WAS SMALLER THAN PREVIOUS YEARS.