SUB CATEGORY :

INTERACTIVE 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)

INTERACTIVE ART DIRECTOR :

MASAKI HORII (HAKUHODO I-STUDIO)

TECHNICAL DIRECTOR :

TOSHIYUKI HASHIMOTO (AIRCORD)

PROGRAMMER :

OSAMU IWASAKI (AIRCORD)/HISAKI ITO (AIRCORD)/
OMOHIRO AKAGAWA (AIRCORD)/SEIYA NAKANO (AIRCORD)/
NOMURA MIKI (AIRCORD)/HIROKI YAMADA (AIRCORD)/
YOSHIHITO NAKANISHI/TAKAHIRO HIRATA

INTERACTIVE DESIGNER :

YURIE OKA (HAKUHODO I-STUDIO)

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.

ENGLISH CONTEXT EXPLANATION :

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.

URL :

http://www.softbank.jp/corp/special/personal-innovation-act/

URL :

https://www.youtube.com/watch?v=yY12m7tjghI