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  • SUB CATEGORY :
    INNOVA LOTUS
  • COMPANY ENTERING :
    SIX INC., TOKYO
  • ENTRY TITLE :
    PERSONAL INNOVATION ACT
  • BRAND :
    SOFTBANK CORP.
  • ADVERTISER :
    SOFTBANK CORP.
  • AGENCY :
    SIX INC., TOKYO/HAKUHODO INC., TOKYO
  • EXECUTIVE CREATIVE DIRECTOR :
    TAKESHI NOZOE (SIX)
  • CREATIVE DIRECTOR :
    KEIICHI MOTOYAMA (SIX)
  • COPYWRITER :
    HITOSHI SAKAMOTO (HAKUHODO)/RYOJI TAKAHASHI
  • ART DIRECTOR :
    KOICHI KOSUGI (HAKUHODO)
  • ACCOUNT DIRECTOR :
    GENJYUN KANG (HAKUHODO)
  • ACCOUNT MANAGER :
    TAKASHI KUSUMI (HAKUHODO)
  • ACCOUNT EXECUTIVE :
    TAKAYOSHI TERUI/KOICHI FURUYA (HAKUHODO)
  • PR DIRECTOR :
    KAZUHIKO KAWASHITA
  • PR PLANNER :
    YOTA AKIYAMA
  • MEDIA DIRECTOR :
    GENTA MUTO
  • STRATEGIC PLANNING MANAGER :
    TOMOHIRO OOTA (HAKUHODO)
  • PLANNER :
    YUTA OKUYAMA/YU KATO
  • FILM PRODUCTION COMPANY :
    AOI PRO. INC., TOKYO
  • DIRECTOR :
    SHOHEI GOTO
  • D.O.P/CINEMATOGRAPHER :
    RYO ISHIDA (FREELANCE)
  • GAFFER :
    KEISUKE KAMIYAMA (FREELANCE)
  • EXECUTIVE PRODUCER :
    HISAYA KATO
  • FILM PRODUCER :
    KAZUKI SATO
  • PRODUCTION MANAGER :
    HISATO YAMADA/YASUEDA SHINSUKE
  • PRODUCTION DESIGNER :
    NAOYUKI HASHIMOTO (MAGENTA WALL DESIGN)
  • HAIR & MAKE-UP :
    MAEHARA RINA
  • STYLIST :
    YAMADA NAOKI
  • CO-ORDINATOR :
    SHINGO SATO
  • POST-PRODUCTION COMPANY :
    QTEC, TOKYO
  • EDITOR :
    HAYATO KAI (STUD)/JACKY/TAKUYA YOKOYAMA (FREELANCE)/
    NORICHIKA KURODA (FREELANCE)
  • COLORIST :
    MASAHIRO ISHIYAMA (DIGITAL GARDEN)
  • FLAME ARTIST :
    KATSUNORI OTA
  • SOUND PRODUCTION COMPANY :
    OTOCO, TOKYO
  • SOUND EFFECTER :
    HIROMINE TANAKA
  • SOUND STUDIO PRODUCER :
    SHOTARO TSURUMARU
  • MIXER :
    AKIRA OSABE
  • CULTURAL CONTEXT EXPLANATION :
    THE PROJECT WAS HELD IN COLLABORATION WITH THE LOCAL GOVERNING BODY OF TARAMA ISLAND, A REMOTE JAPANESE ISLAND. TO GET THERE, ONE MUST TAKE A NINE-HOUR FLIGHT FROM A MAJOR JAPANESE CITY.TARAMA ISLAND IS ONE OF THE AREAS WITH THE LOWEST SMARTPHONE OWNERSHIP RATES. THE ISLAND HAS A POPULATION OF 1200. BECAUSE IT DOES NOT HAVE A HIGH SCHOOL, STUDENTS HAVE TO LEAVE THE ISLAND FOR THEIR STUDIES, AND LIVE APART FROM THEIR FAMILIES. THIS SHORT FILM DOCUMENTS HOW PROTOTYPE PRODUCTS WERE INSTALLED IN AN OLD COUPLE’S HOME ON THE ISLAND TO CONNECT THEM WITH THEIR GRANDCHILDREN WHO LIVE IN OSAKA ( THE SECOND LARGEST CITY IN JAPAN). THROUGH THIS PROJECT, PEOPLE AROUND THE WORLD WERE INTRODUCED TO THE REALITY AND CHARMS OF TARAMA ISLAND, A RELATIVELY UNKNOWN ISLAND EVEN IN JAPAN.
  • CAMPAIGN SUMMARY :
    WITH THE ADVENT OF SMARTPHONES, SHARING CHILDREN’S GROWTH IN REAL-TIME HAS BECOME POPULAR IN JAPAN.YET MOST GRANDPARENTS, THE PEOPLE THAT WE WANT TO SHARE IT WITH THE MOST, REMAIN DISCONNECTED AS THEY ARE UNABLE TO USE THEM. SO, JAPANESE SMARTPHONE CARRIER SOFTBANK THOUGHT TO DEVELOP PROTOTYPE PRODUCTS FOR SHARING DAILY LIFE WITHOUT SMARTPHONES.WE UPDATED THE ITEMS THAT SENIORS WERE FAMILIAR WITH.WE CREATED PROTOTYPES THAT MAINTAINED ANALOG INTERFACES WHILE ENABLING DIGITAL COMMUNICATION FOR SHARING THE GRANDCHILDREN’S GROWTH. WE MADE A TOTAL OF 6 PROTOTYPE PRODUCTS AND INSTALLED THEM IN A REAL HOUSEHOLD. WE CREATED A PERCEPTION CHANGE BY SHOWING THAT THERE ARE INNOVATIONS WHERE TECHNOLOGY DRAWS CLOSER TO EACH PERSON’S LIFE, RATHER THAN PEOPLE KEEPING UP WITH TECHNOLOGY’S EVOLUTION.
  • THE BRIEF :
    SOFTBANK IS ONE OF THE BIGGEST SMARTPHONE CARRIERS IN JAPAN. THEIR CORPORATE PHILOSOPHY IS "INFORMATION REVOLUTION, HAPPINESS FOR EVERYONE." WITH THE ADVENT OF SMARTPHONES, SHARING THE GROWTH AND PROGRESS OF ONE’S CHILDREN IN REAL-TIME HAS BECOME POPULAR IN JAPAN. YET MOST GRANDPARENTS, THE PEOPLE THAT WANT TO SHARE IN IT THE MOST, REMAIN DISCONNECTED AS THEY ARE UNABLE TO KEEP UP TECHNOLOGY. SO,SOFTBANK DECIDED TO DEVELOP PROTOTYPE PRODUCTS THAT WOULD HELP THEM STAY IN TOUCH WITHOUT SMARTPHONES. THE GOAL IS "HAPPINESS FOR EVERYONE," INCLUDING PEOPLE WHO CAN’T USE SMARTPHONES.
  • THE STRATEGY :
    INSTEAD OF BRINGING SENIORS UP TO DATE WITH SMARTPHONES, WE OPTIMIZED TECHNOLOGY FOR THEIR USE.WE UPDATED ITEMS THAT SENIORS WERE FAMILIAR WITH. WE CREATED PROTOTYPES THAT MAINTAINED ANALOG INTERFACES YET ENABLED DIGITAL COMMUNICATION, ALLOWING THEM TO PARTICIPATE IN THEIR GRANDCHILDREN’S GROWTH. WE SET OUT TO MADE PROTOTYPE PRODUCTS LIKE THIS, AND INSTALLED THEM IN AN ACTUAL HOUSEHOLD.
  • THE EXECUTION :
    WE MADE A TOTAL OF 6 PROTOTYPE PRODUCTS AND INSTALLED THEM IN AN ACTUAL HOUSEHOLD. “SNS NEWSLETTER”: THE NEWSLETTER COMPILED FROM SOCIAL MEDIA FEEDS. SNS POSTS AND PHOTOS ARE REDESIGNED INTO A PRINTED NEWSPAPER FORMAT, AND AN INBUILT PRINTER DELIVERS IT DAILY TO THE POSTBOX. “CLOUD VHS”: THE VIDEO PLAYER DESIGNED TO SHARE VIDEOS TAKEN WITH SMARTPHONES. WHEN A VIDEO IS UPLOADED TO THE CLOUD, THE LINK IS CONVERTED INTO A QR CODE. A CAMERA EMBEDDED IN THE VIDEO PLAYER SCANS THE CODE ON THE LABEL, AND PLAYS THE VIDEO. “SMART DIAL PHONE”: THE DIAL PHONE THAT ENABLES VIDEO CALLS. WHEN A VIDEO CALL IS MADE FROM A SMARTPHONE, PICKING UP THE RECEIVER ACTIVATES THE TELEVISION AND BEGINS THE VIDEO CALL. WE CAPTURED A FAMILY’S EXPERIENCE IN A MOVIE AND RELEASED IT ONLINE.
  • THE RESULT :
    THE MOVIE WAS VIEWED OVER 7 MILLION TIMES AND GAINED 1 MILLION DOLLARS’ WORTH OF PUBLICITY. THE PROJECT ALSO GENERATED A DISCUSSION ON THE MANY FACES OF THE INFORMATION REVOLUTION.
    WE PROVIDED A NEW PERSPECTIVE BY SHOWING THAT THERE ARE INNOVATIONS WHERE TECHNOLOGY DRAWS CLOSER TO EACH PERSON’S LIFE, RATHER THAN PEOPLE KEEPING UP WITH TECHNOLOGY’S EVOLUTION.