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SUB CATEGORY :
VIRAL VDO
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COMPANY ENTERING :
DENTSU INC., TOKYO
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TITLE :
THE KAWAII TWEAK HAZARD SONG
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BRAND :
GATSBY PERFECT SKIN LOTION
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ADVERTISER :
MANDOM
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AGENCY :
DENTSU INC., TOKYO
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CREATIVE DIRECTOR :
YUSUKE SATO
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COPYWRITER :
YUJIN AKITA
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ART DIRECTOR :
KAZUNORI KAWAGOSHI/KYO NISHIYAMA
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ACCOUNT MANAGER :
YOSHIKI MIYAGUCHI/KEI HASHIMOTO
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SOCIAL PLANNER :
KEISUKE FUJITA
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PR DIRECTOR :
YOHEI NEMOTO/MASASHI ARAKI
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AGENCY PRODUCER :
ATSUYUKI SHIMIZU
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FILM PRODUCTION COMPANY :
KEY PRO INC, TOKYO/DENTSU CREATIVE X INC., TOKYO
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DIRECTOR :
WATARU SATO
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CINEMATOGRAPHER :
RYOKEN OKAMURA
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GAFFER :
SUSUMU TAKAKURA
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PRODUCTION DESIGNER :
RYO SUGIMOTO
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EXECUTIVE PRODUCER :
HIROKI KIDONO
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FILM PRODUCER :
YUJI IIDA
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POST-PRODUCTION COMPANY :
DIGITAL GARDEN INC., TOKYO
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EDITOR :
TETSUYA TAKEKAWA
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COLORIST :
GOLOMIDOV MAX
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FLAME ARTIST :
SOYOUNG KIM
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SPECIAL EFFECTS COMPANY :
TOKYO VISUAL ARTS, TOKYO
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VISUAL EFFECTS :
AYUMI KOIDE
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SOUND PRODUCTION COMPANY :
77HOSHI MUSIC, TOKYO
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SOUND DESIGNER :
HAJIME UCHIYAMA
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SOUND STUDIO PRODUCER :
KOTA IKEDA
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ENGLISH CONTEXT EXPLANATION :
GATSBY PERFECT SKIN LOTION IS A MEN’S SKINCARE PRODUCT. THERE IS A STRONG PERCEPTION IN JAPAN THAT SKINCARE IS SOMETHING ONLY WOMEN DO, AND MEN’S COSMETICS BRANDS ARE FLOCKING TO CREATE CAMPAIGNS TO BUILD A CULTURE OF MEN’S SKINCARE. IT IS IN THAT CONTEXT THAT GATSBY RELEASED A WEB VIDEO ABOUT "PHOTO FILTER APPS,” A HIGHLY RELATABLE THEME AMONG OUR TARGET DEMOGRAPHIC OF MEN IN THEIR 20’S. WE COINED THE PHRASE "NON-CONSENSUAL FILTERED PHOTO SHARING” TO DESCRIBE THE RECENT PHENOMENON OF HAVING PHOTO FILTERS APPLIED TO YOUR FACE AND SHARED WITHOUT YOUR KNOWLEDGE, AND WROTE A HUMOROUS SONG IN WHICH VICTIMS OF THIS PHENOMENON LAMENT THEIR EMBARRASSMENT AT BEING MADE FOOLS OF. THE VIDEO INCLUDES AN APPEARANCE BY ULTRA-FAMOUS COMEDIAN CHA KATO, WHO BECAME THE POSTERBOY OF THIS PHENOMENON WHEN HIS MUCH YOUNGER WIFE POSTED A HEAVILY-FILTERED PHOTO OF HIM. THE PHOTO HAS BECOME A POPULAR INTERNET MEME IN JAPAN.
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