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  • SUB CATEGORY :
    EXHIBITIONS AND INSTALLATIONS
  • COMPANY ENTERING :
    DENTSU INC., TOKYO
  • TITLE :
    BOSSY-TALK DETECTOR
  • BRAND :
    YOHO BREWING
  • ADVERTISER :
    YOHO BREWING
  • AGENCY :
    DENTSU INC., TOKYO/DENTSU DIGITAL INC., TOKYO/
    DENTSU PUBLIC RELATIONS INC., TOKYO
  • CREATIVE DIRECTOR :
    KAZUYOSHI OCHI
  • CREATOR :
    KOGORO KURATA
  • COPYWRITER :
    SHO SASAKI
  • ART DIRECTOR :
    YUSUKE KITANI
  • CREATIVE TECHNOLOGIST :
    SHIN-CHAN
  • ACCOUNT EXECUTIVE :
    TOMOYASU KATAGAI/SHOMU MATSUO/SHO SASAKI
  • STRATEGIC PLANNING DIRECTOR :
    PIOTR FELIKS GRZYWACZ
  • PLANNER :
    KOJI HIROHATA
  • PR DIRECTOR :
    YOHEI NEMOTO
  • PR PLANNER :
    YUSUKE MATSUO
  • AGENCY PRODUCER :
    TAKASHI OMORI
  • MEDIA AGENCY :
    DENTSU INC., TOKYO
  • MEDIA PLANNER :
    AI KURAISHI
  • FILM PRODUCTION COMPANY :
    NORTH SHORE INC., TOKYO
  • DIRECTOR :
    YUTAKA OBARA/YOICHI KANAZAWA
  • CINEMATOGRAPHER :
    SATORU NISHIGAKI
  • GAFFER :
    NAOTO TANOUE
  • FILM PRODUCER :
    AKIYOSHI MUNEKANE
  • PRODUCTION MANAGER :
    TAKUMI TAKEUCHI/KURUMI NAKAJIMA
  • STYLIST :
    MIKI ASANO
  • HAIR & MAKE UP :
    ASUKA TAKEI
  • POST-PRODUCTION COMPANY :
    IMAGE STUDIO 109, INC, TOKYO
  • SPECIAL EFFECTS COMPANY :
    ALLD. INC., TOKYO/KAIBUTSU INC., TOKYO/
    NANDEMOTSUKURUYO INC., TOKYO
  • ANIMATOR :
    FUMIYA HIROSE/KAITO MIZUNO
  • WEBSITE DESIGNER :
    MASANOBU ISHII
  • WEBSITE DEVELOPPER :
    TAKASHI TSUSHIMA
  • SOUND PRODUCTION COMPANY :
    ONGAKUSHITSU INC., TOKYO
  • MUSIC COMPOSER :
    SHINICHIRO KODAMA
  • SOUND & RECORDING :
    TEMUJIN SHIMIZU
  • CAMPAIGN SUMMARY :
    NOBODY LIKES BOSSY TALK AT WORK. UNFORTUNATELY, THAT KIND OF TALK GOES ON EVEN AT DRINKING PARTIES IN JAPAN. ・SELF-SATISFIED WORKING THEORY ・BOASTFUL TALK FROM THE PAST ・OVERBEAMING PREACHING THESE STRESSFUL BEHAVIORS ARE EVEN DESCRIBED IN A UNIQUE JAPANESE IDIOM "BLOW A BOSSY-WIND." NOWADAYS, THIS MADE
    A GENERATION GAP AND LACK OF COMMUNICATION BETWEEN SENIOR AND JUNIOR CO-WORKERS, WHICH HAS BECOME A HUGE PROBLEM. IN ORDER TO SOLVE THIS PROBLEM, YOHO BREWING WHOSE PHILOSOPHY IS "DRINKING PARTY SHOULD BE FLAT AND FRANK" INVENTED A MACHINE "BOSSY-TALK DETECTOR" AND ENLIGHTENED THE PROBLEM IN A ENJOYABLE WAY. THIS MACHINE VISUALIZES THE "BOSSY-WIND".
    BY ANALYZING KEY PHRASES, EMOTIONS, AND PERSONALITY OF SENIORS SITTING ON THE MACHINE CORRESPONDING TO "BOSSY-WIND" BY AI, "FAN" EQUIPPED ON THE BACKREST BLOWS THE WIND WITH THREE LEVELS OF POWER ACCORDING TO THE BOSSY LEVEL. THE VIDEO WAS RELEASED ON "INTERNATIONAL BEER DAY", "BOSSY-TALK DETECTOR" WAS INTRODUCED TO BEER BARS, AND THEY WERE ALSO LENT TO THE GOVERNMENT AND COMPANIES. AS A RESULT, THE RECOGNITION SCORE AND FAVORABLENESS SCORE OF THE CORPORATE BRAND IMPROVED GREATLY.
  • THE BRIEF :
    CORPORATE BRANDING OF CRAFT BEER BREWERY "YOHO BREWING".
  • THE STRATEGY :
    ALERTING THE SENIOR'S "BOSSY-TALK" WHICH HAS BEEN CAUSING THE LACK OF COMMUNICATION WITH JUNIORS IN JAPAN AND ENLIGHTENING "FLAT AND FRANK DRINKING CULTURE". IN THIS WAY WE GAVE SOCIAL AWARENESS IN A HIGHLY SYMPATHETIC WAY, FOCUSING MAINLY ON OFFICE WORKERS WHO ARE THE CORE TARGET. WE PROVIDED AN REAL "EXPERIENCE" WHICH CLARIFIES THE PROBLEM IN AN ENJOYABLE WAY AT BEER BARS AND OFFICE WHERE TARGETS USUALLY VISIT, AND BROUGHT UP AN DISCUSSION ON THIS TOPIC, SO THAT THIS PROJECT WILL NOT STAY JUST AS A SIMPLE MESSAGE.
  • THE EXECUTION :
    WE INVENTED A MACHINE "BOSSY-TALK DETECTOR" TO VISUALIZE THE UNIQUE JAPANESE IDIOM "BLOW A BOSSY-WIND" WHICH MAKES FUN OF SENIOR'S BOSSY BEHAVIORS AT DRINKING PARTIES. AS A SYSTEM,
    AI DETECTS KEY PHRASES, EMOTIONS, AND PERSONALITY CORRESPONDING TO "BOSSY-WIND" OF SENIORS SITTING ON THE CHAIR, AND "FAN" EQUIPPED ON THE BACKREST OF THE MACHINE BLOWS THE WIND WITH THREE LEVELS OF POWER. RELEASED A CONCEPT VIDEO ON "INTERNATIONAL BEER DAY" (DAY WHEN FELLOWS ENJOY BEER "PEACEFULLY") OF AUGUST 3, 2018. WHILE DISCUSSIONS ON PROS AND CONS ON SOCIAL MEDIA OCCURRED, WE OPENED THE "BOSSY-TALK DETECTING" EXPERIENCE TO PUBLIC IN BEER BARS SO THAT MANY BUSINESSMEN CAN TRY THE MACHINE EXPERIENCE. THERE WERE 15 OFFERS TO INTRODUCE THE MACHINE, INCLUDING PRIVATE ENTERPRISES AND GOVERNMENT ORGANIZATIONS, AND WE LENT "BOSSY-TALK DETECTOR" TO THOSE COMPANIES AT THE YEAR END DRINKING SEASON.
  • THE RESULT :
    MEDIA COVERAGE : 400+ ADVERTISING EQUIVALENCY VALUE :
    US$ 7+MILLION MEDIA IMPRESSION: 720+ MILLION BRAND LIFT SCORE : INCREASING BY 120% 15 INTRODUCTION OFFERS (INCLUDING MAJOR COMPANIES AND GOVERNMENT ORGANIZATIONS)