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  • SUB CATEGORY :
    BEST USE OF NON-FICTION FILM
  • COMPANY ENTERING :
    DENTSU INC., TOKYO
  • TITLE :
    FAMILY TIME TEST
  • BRAND :
    PROMOTION OF MIGRATION TO WESTERN TOTTORI PREFECTURE
  • ADVERTISER :
    TOTTORI PREFECTURE WESTERN REGION PROMOTION COUNCIL
  • AGENCY :
    DENTSU INC., TOKYO
  • EXECUTIVE CREATIVE DIRECTOR :
    NAOKI MORITA
  • CREATIVE DIRECTOR :
    NOBUAKE HASHIMOTO/KEISUKE SATO
  • CREATIVE TEAM :
    YUSUKE MIZUKOSHI/HIDEMASA TAKAHASHI/YUTO INOMATA
  • COPYWRITER :
    NOBUAKE HASHIMOTO
  • ART DIRECTOR :
    YOSHIHIRO TATEISHI
  • ACCOUNT DIRECTOR :
    SHIN KIJIMA
  • ACCOUNT MANAGER :
    MASATADA OYAMADA
  • ACCOUNT EXECUTIVE :
    NAGAKO SUGIYAMA
  • MEDIA PLANNING DIRECTOR :
    ITARU KUNIEDA
  • MEDIA PLANNER :
    CHIE YAMASHITA
  • AGENCY PRODUCER :
    KEISUKE SATO
  • FILM PRODUCTION COMPANY :
    GOODFEELING CO.,LTD., TOKYO
  • DIRECTOR :
    TAKESHI HIRASAWA
  • CINEMATOGRAPHER :
    HIROYA IWAGAWA
  • GAFFER :
    AKIYOSHI CHO
  • CREATIVE TEAM :
    SYOUGO HESAKA
  • EXECUTIVE PRODUCER :
    RIN KOBAYASHI
  • FILM PRODUCER :
    AYUKO ANDO
  • PRODUCTION DESIGNER :
    SIA SONG
  • DIGTAL ARTIST :
    YUKI SAKITANI
  • PRINT PRODUCTION COMPANY :
    JAM CO.,LTD.
  • DESIGNER :
    YUJI OKUDA
  • CAMPAIGN SUMMARY :
    IT IS AN ATTEMPT TO RAISE GENDER ROLE QUESTION TO OUR SOCIETY WHERE CHILD-BEARING IS STILL REGARDED AS WOMEN'S ROLE. IT IS A DOCUMENTARY REGARDING FATHERS WHO VALUE FAMILY TIME BUT UNABLE TO ACT ACCORDING TO THEIR FEELINGS BY CONDUCTING A TEST TO SEE "HOW MUCH DO YOU KNOW ABOUT YOUR CHILD." THIS IS AN ENTERTAINMENT FILM AIMED AT QUESTIONING FATHERS ABOUT THE WAY THEY LEAD THEIR LIVES.
  • THE BRIEF :
    CONTENTS AIMING TO PROMOTE MIGRATION FROM "TOKYO," THE MOST POPULATED AREA IN JAPAN, TO "TOTTORI PREFECTURE WESTERN REGION," WHICH HAS THE SMALLEST POPULATION IN JAPAN.
  • THE STRATEGY :
    WITH DECREASING AND AGING POPULATION, VARIOUS CITIES ARE CONDUCTING MIGRATION PROMOTIONS NATIONWID. TOTTORI WEST, WITHOUT ANY DISTINCT FEATURES, SUFFERS FROM A LACK OF RECOGNITION AND IS NOT CONSIDERED AS AN OPTION, DESPITE BEING RANKED AS ONE OF THE MOST COMFORTABLE AREAS TO LIVE IN FOR FAMILIES WITH SMALL CHILDREN, WHOM WE AIMED AS OUR TARGET AUDIENCE. WITH FAMILY TIME AS OUR THEME, WE FOCUSED ON EVERYDAY LIFESTYLE RATHER THAN ITS CULTURE OR OTHER RESOURCES.
  • THE EXECUTION/THE EXECUTION & CRAFT :
    WE CONDUCTED "HOW MUCH DO YOU KNOW ABOUT YOUR CHILD" TEST TO FATHERS OF BOTH TOKYO AND TOTTORI WEST TO GIVE CONCRETE EXAMPLES OF WHAT THE RURAL LIFE CAN OFFER TO CHILD-BEARING FAMILIES. WE ALSO ATTEMPTED TO RAISE GENDER ROLE QUESTION TO OUR SOCIETY WHERE CHILD-BEARING IS STILL REGARDED AS WOMEN'S ROLE. IMPLEMENTATION: ONLINE FILM PLACEMENT: YOUTUBE, WEBSITE TIMELINE: DECEMBER 12, 2016 - MARCH 31, 2017 SCALE: APPROX 10,000 VIEWS
  • THE RESULT :
    THIS MIGRATION PROMOTION VIDEO TO THIS RURAL TOWN WITH POPULATION OF AROUND 240,000 WAS VIEWED BY THE NUMBER EQUIVALENT TO THE 4% OF ITS POPULATION. APPROXIMATELY 1% OF THE VIEWERS ANSWERED THEY WOULD CONSIDER MIGRATION IN SURVEY, AND RECEIVED POSITIVE FEEDBACKS INCLUDING AN INTEREST FOR MIGRATION EXPERIENCE PROGRAM. ALTHOUGH IT APPEARS TO BE A SMALL ACHIEVEMENT, IT WAS NEVERTHELESS A VERY BIG AND MEANING STEP FOR THE PROJECT RUN BY A DEPOPULATED AND LEAST POPULATED AREA IN JAPAN.
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