• SUB CATEGORY :
    SCRIPT
  • COMPANY ENTERING :
    NISHITETSU AGENCY CO.,LTD., FUKUOKA
  • ENTRY TITLE :
    AIR-CHAIR SCHOOL GIRLS
  • BRAND :
    NISHITETSU TRAIN
  • ADVERTISER :
    NISHI - NIPPON RAILROAD CO., LTD.
  • AGENCY :
    NISHITETSU AGENCY CO.,LTD., FUKUOKA
  • CREATIVE DIRECTOR :
    JUN KONDO
  • COPYWRITER :
    JUN KONDO
  • ACCOUNT EXECUTIVE :
    MAHO TSUTSUMI
  • MEDIA DIRECTOR :
    TAKASHI OHNO
  • FILM PRODUCTION COMPANY :
    T&E INC., FUKUOKA
  • DIRECTOR :
    YOSHIHIKO YAMAMOTO
  • D.O.P/CINEMATOGRAPHER :
    KAZUMA SHINDE
  • GAFFER :
    SYOJI SATO
  • FILM PRODUCER :
    TAKAAKI SASAKI
  • PRODUCTION MANAGER :
    SYO YOSHIZAKI
  • DESIGNER :
    YUTA FUJII
  • HAIR & MAKE-UP :
    NATSUMI SATO
  • STYLIST :
    KEISUKE UENO
  • POST-PRODUCTION COMPANY :
    T&E INC., FUKUOKA
  • EDITOR :
    TATSUNORI NAGATA
  • SPECIAL EFFECTS COMPANY :
    T&E INC., FUKUOKA
  • SOUND PRODUCTION COMPANY :
    T&E INC., FUKUOKA
  • SOUND STUDIO PRODUCER :
    KAZUHISA MATSUMOTO
  • MUSIC COMPOSER :
    KENICHI HIDAKA
  • HUMAN BEAT BOXER :
    TOMOCHI
  • ENGLISH SYNOPSIS :
    TWO HIGH-SCHOOL GIRLS ARE THE MAIN CHARACTERS IN THIS VIDEO. AS THEY GET ON THE TRAIN, THEY START AIR-CHAIRING, OR WALL-SITTING. THE OTHER PASSENGERS ARE APPARENTLY NOT TOO HAPPY TO SEE THESE GIRLS’ PECULIAR BEHAVIORS GRADUALLY HEAT UP AND END UP WITH BIZARRE DANCE MOVES AND FUNNY FACES. WHEN THEY FINALLY STOP AND SIT ON THE FLOOR EXHAUSTED FROM MOVING AROUND ON THE TRAIN, WE COME TO NOTICE THAT SOME OF THE SEATED PASSENGERS HAVE THEIR BAGS ON THE SEAT, AND SOME ARE “MANSPREADING,” SITTING WITH THEIR LEGS WIDE OPEN. ACCORDING TO A RESEARCH BY NISHI-NIPPON RAILROAD, THE MOST UNWANTED BEHAVIOR AMONG PASSENGERS ON TRAINS IS “SITTING IN BAD-MANNERED WAYS.” THIS VIDEO AIMS TO RAISE AWARENESS TOWARDS GOOD MANNERS ON TRAINS, BY PERSUADING THE AUDIENCE TO REFLECT ON THEIR OWN BEHAVIORS.
  • ENGLISH CONTEXT EXPLANATION :
    PEOPLE IN JAPAN ARE GENERALLY VERY STRICT ON MANNERS, AND MANY ARE ESPECIALLY SENSITIVE ABOUT BEING WELL-MANNERED ON PUBLIC TRANSPORTATIONS INCLUDING TRAINS. A RESEARCH CONDUCTED BY NISHI-NIPPON RAILROAD IN 2015 REVEALED THAT THE MOST UNWANTED BEHAVIOR AMONG TRAIN PASSENGERS WAS “SITTING IN BAD-MANNERED WAYS,” INCLUDING MANSPREADING AND PUTTING BAGS ON THE SEATS NEXT TO THEMSELVES. SINCE THE JAPANESE ARE ALSO TYPICALLY SHY AND PREFER TO NOT POINT OUT MISBEHAVIORS DIRECTLY, WE AIMED TO IMPACT THE AUDIENCE AND DELIVER OUR MESSAGE THROUGH THE SCHOOL GIRLS AIR-CHAIRING AND DANCING FIERCELY ON THE TRAIN; THIS PERHAPS MAKES THE VIDEO YET ANOTHER TYPICAL PRODUCT OF JAPAN.
  • SUB CATEGORY :
    INTERACTIVE FILM
  • COMPANY ENTERING :
    R/GA SYDNEY, SYDNEY
  • ENTRY TITLE :
    THROUGH THE DARK
  • BRAND :
    GOOGLE PLAY MUSIC
  • ADVERTISER :
    GOOGLE
  • AGENCY :
    R/GA, SYDNEY
  • EXECUTIVE CREATIVE DIRECTOR :
    HAMISH STEWART
  • CREATIVE DIRECTOR :
    MICHAEL ARMSTRONG
  • COPYWRITER :
    KATE ALLAN
  • SENIOR TECHNOLOGY DIRECTOR :
    JEFF DONIOS
  • ACCOUNT DIRECTOR :
    NATALIE BREND
  • SOCIAL STRATEGIST :
    JUSTINE CUSACK
  • MARKETING SCIENCES MANAGER :
    CORY NICELY
  • AGENCY PRODUCER :
    JULIA RUSH
  • FILM PRODUCTION COMPANY :
    EXIT FILMS, SYDNEY
  • ENGLISH SYNOPSIS :
    A COLLABORATION BETWEEN HIP-HOP LEGENDS HILLTOP HOODS AND GOOGLE PLAY MUSIC, THIS INTERACTIVE MUSIC VIDEO CAPTURES THE SENSE OF A WORLD TURNED UPSIDE DOWN, AS EXPERIENCED BY BAND MEMBER DAN SMITH AS HIS SON LIAM UNDERWENT LEUKEMIA TREATMENT. USERS NAVIGATE THEIR OWN PATH THROUGH TWO 3D ENVIRONMENTS (DARK REPRESENTING FEAR, LIGHT FOR HOPE) BY ROTATING PHONES OR MOVING A MOUSE, TRANSLATING A FATHER AND SON’S JOURNEY INTO A POWERFUL DIGITAL EXPERIENCE. THROUGH THE DARK ENGAGED FANS, DROVE TRIAL OF GOOGLE PLAY MUSIC IN THE CROWDED STREAMING MARKET, AND GENERATED DONATIONS TO A CANTEEN INITIATIVE HELPING YOUNG PEOPLE LIVING WITH CANCER ACCESS LIVE MUSIC.
  • URL :
    https://throughthedark.withgoogle.com/