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  • SUB CATEGORY :
    BEST USE OF TECHNOLOGY
  • COMPANY ENTERING :
    DENTSU INC., TOKYO
  • ENTRY TITLE :
    REFUNBILITATION CLINIC
  • BRAND :
    REHABILITATION SERVICE
  • ADVERTISER :
    GERIATRIC HEALTH SERVICES FACILITY HITORIZAWA
  • AGENCY :
    DENTSU INC., TOKYO
  • CREATIVE DIRECTOR :
    TSUDOU HONDA/TOMOHIRO SAWADA
  • COPYWRITER :
    ATSUSHI OTAKI/KYOSUKE FUKUOKA
  • ART DIRECTOR :
    TSUDOU HONDA/EMI KAMINAGA
  • STRATEGIC PLANNING DIRECTOR :
    ATSUSHI OTAKI
  • PLANNER :
    TORU SUWA/HISASHI TANAKA/MASAKAZU IDO/
    KENICHI YOSHIOKA/NAOYA KUDO/
    NANAKO TANI/YUUKI ABE
  • FILM PRODUCTION COMPANY :
    TAIYO KIKAKU CO., LTD., TOKYO
  • DIRECTOR :
    YOUDAI KITA
  • D.O.P/CINEMATOGRAPHER :
    TOMOHIRO TAKAHASHI (FREE)/TETSURO HIRANO
  • EXECUTIVE PRODUCER :
    KATSUYA FUJISAKI/HIROTAKA TOCHIHARA
  • POST-PRODUCTION COMPANY :
    DIGITAL GARDEN INC., TOKYO
  • EDITOR :
    TATSUHIKO SHIBUYA/NAOMI OKUYAMA
  • PRINT PRODUCTION COMPANY :
    TONGULLMAN INC., OSAKA
  • TECHNICAL PRODUCER :
    HIROYUKI MIZUNO/TOMO IWAMOTO/SUGURU NIKAIDO/
    RICHARD SCHEMBRI/NOBUHIRO KOBAYASHI/SHOTA KUGAWA
  • THE BRIEF :
    JAPAN'S ELDERLY POPULATION IS GROWING FASTER THAN ANY COUNTRY IN THE WORLD. AT CARE FACILITIES, LACK OF EXERCISE AND PATIENT INITIATIVE TOWARDS REHABILITATION ARE MAJOR ISSUES.
  • THE STRATEGY :
    WE HAD DISCUSSIONS WITH OCCUPATIONAL THERAPISTS TO LEARN AND DECIDE THE MOST EFFECTIVE BODY MOVEMENTS FOR ELDERLY'S REHABILITATION. OPINIONS GIVEN BY ELDERLY, ESPECIALLY PEOPLE SITTING IN A WHEEL CHAIR WERE ALSO CONSIDERED. TO MAXIMIZE ELDERLY'S INTEREST, WE DESIGNED OUR FUN METHOD BASED ON JAPAN'S TRADITIONAL CULTURE, WHICH ARE FAMILIAR WITH THE ELDERLY.
  • THE EXECUTION :
    WE FIRST LAUNCHED "REFUNBILITATION CLINIC" ON 27/1/2016, AT GENERIC HEALTH SERVICES FACILITY HITORIZAWA. ON THIS DAY, ABOUT 40 PEOPLE ENJOYED THE REHABILITATION. SECOND IMPLEMENTATION WAS ON 29/2/2016 AT THE SAME PLACE, AND AT THIS TIME MORE THAN 80 PEOPLE PLAYED, INCLUDING NOT ONLY ELDERLY BUT THE STAFFS WHO WORK AT THE FACILITY. KOUNANDAI HOSPITAL AND HEART-WARM CLINIC ARE SCHEDULED FOR THE NEXT IMPLEMENTATION.
  • THE RESULT :
    ELDERLY WERE ENGROSSED BY THESE METHODS, AND OCCUPATIONAL THERAPISTS WERE IMPRESSED BY THIS SUCCESS. IT ALSO CONTRIBUTED TO INCREASED COMMUNICATION ACROSS THE ENTIRE CARE FACILITY. "REFUNBILITATION CLINIC" HAS RECEIVED ACCOLADES FROM NUMEROUS MEDIA OUTLETS INCLUDING JAPAN'S MAJOR TV SHOWS, AND MANY HOSPITALS AND CLINICS ARE CURRENTLY MAKING PLANS FOR ITS IMPLEMENTATION. WE WERE ABLE TO CHANGE REHABILITATION FROM SOMETHING UNDERTAKEN PASSIVELY INTO SOMETHING FUN THAT PEOPLE WANT TO DO ON THEIR OWN.