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SUB CATEGORY :
BEST USE OF FILM & INFOMERCIALS
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COMPANY ENTERING :
DENTSU INC., TOKYO
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ENTRY TITLE :
TRY! NOODLE CRADLE
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BRAND :
KAGAWA PREFECTURE
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ADVERTISER :
KAGAWA PREFECTURE
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AGENCY :
DENTSU INC., TOKYO
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CREATIVE DIRECTOR :
TSUDOU HONDA
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COPYWRITER :
FUMIKO ISHIDA
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ART DIRECTOR :
EMI KAMINAGA
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PR DIRECTOR :
KOKI HORIGUCHI
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PR PLANNER :
YOHEI NEMOTO
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PLANNER :
SATOSHI YAMAMOTO
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FILM PRODUCTION COMPANY :
NIBAN KOBO, TOKYO
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DIRECTOR :
YU KAWAKAMI
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D.O.P/CINEMATOGRAPHER :
SHIGEKI AKIYAMA
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GAFFER :
SHIGEKI AKIYAMA
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FILM PRODUCER :
HIDEJIRO KOJIMA/YOSHIMUNE TAKAMATSU
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POST-PRODUCTION COMPANY :
NIBAN KOBO, TOKYO
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EDITOR :
YU KAWAKAMI
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SOUND DESIGNER :
ISAO YOSHIDA
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MUSIC COMPOSER :
ISAO YOSHIDA
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MUSIC ARRANGER :
ISAO YOSHIDA
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THE BRIEF :
KAGAWA PREFECTURE, A.K.A. THE UDON PREFECTURE, HAS A PROBLEM WITH “DECREASING POPULATION”, AND IT WAS ESSENTIAL TO ATTRACT THE ATTENTION OF CHILD-RAISING GENERATIONS. THAT WAS WHY THE PREFECTURE STARTED THE PR CAMPAIGN LAST YEAR CLAIMING “UDON CAN STOP YOUR BABY FROM CRYING,” USING THE RESEARCH RESULT THAT ‘THE SOUND OF SLURPING UDON NOODLES RESEMBLES THE IN-WOMB SOUND’. WHILE IT GENERATED HUGE PUBLICITY, IT WAS CONSIDERED AS A “SILLY KAGAWA JOKE”, FAILING TO STRONGLY CONNECT THE ‘UDON PREFECTURE’ WITH ‘A PLACE TO RAISE CHILDREN’.
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THE STRATEGY :
VERIFYING THE ‘NOODLE CRADLE’, IF BABIES STOP CRYING BY SLURPING SOUNDS. IN ORDER TO CONVINCE THE FACT THAT “THE SOUND OF SLURPING UDON STOPS BABIES CRYING” IT WAS ESSENTIAL TO DEMONSTRATE THE POTENTIAL OF UDON AND HOW SERIOUS UDON PREFECTURE WAS TO THE KEY TARGET OF RELOCATION, BABIES AND THEIR MOTHERS.
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THE EXECUTION :
UNDER THE TITLE OF “VERIFICATION! DO BABIES REALLY STOP CRYING WHEN THEY HEAR THE SOUND OF SLURPING UDON!?”, MR. JUN KANAME, THE LIEUTENANT GOVERNOR OF THE UDON PREFECTURE HIMSELF, CONDUCTED THE ‘VERIFICATION EXPERIMENT OF THE CRY-STOPPING UDON’. HE DEMONSTRATED THE SURPRISING RESULT THAT 9 OUT OF 10 BABIES STOPPED CRYING! KAGAWA PREFECTURE FILMED THE EXPERIMENT AND RELEASED IT TO THE PUBLIC AS A PR VIDEO.
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THE RESULT :
THE VERIFICATION VIDEO BY THE LIEUTENANT GOVERNOR SPREAD IN A MATTER OF SECONDS. WHEN THIS EFFORT WAS COVERED ON THE WEB AND TV PROGRAMS, A DISCUSSION OVER THE TRUTHFULNESS - “DO THEY REALLY STOP CRYING?!” - IGNITED ON SNS AND MANY ACTUALLY TRIED THE ‘CRY-STOPPING UDON’! FINALLY A TV PROGRAM DECIDED TO VERIFY THE FACT FROM ITS OWN PERSPECTIVE. WITH THIS VERIFICATION, 72.7% OF PEOPLE NOW BELIEVE IN UDON’ S MIRACLE POWER. AND ALSO THE INTENT FOR RELOCATION TO KAGAWA PREFECTURE INCREASED TO 39.8%.
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URL :
https://www.youtube.com/watch?v=AJ-2uqQ2YqQ&t=8s
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