SUB CATEGORY :

SCRIPT

COMPANY ENTERING :

DENTSU EAST JAPAN, TOKYO

TITLE :

HAJIME,KEN,AND SETSU

BRAND :

HAJIME KENSETSU (CONSTRUCTION)

ADVERTISER :

HAJIME KENSETSU (CONSTRUCTION)

AGENCY :

DENTSU EAST JAPAN INC., TOKYO

CREATIVE DIRECTOR :

YOUNGKWI AHN

ART DIRECTOR :

YOUNGKWI AHN

COPYWRITER :

YOUNGKWI AHN/HIROAKI SUZUKI

ACCOUNT EXECUTIVE :

YOHEI KAKINUMA/GO KOBAYASHI/KAZUYOSHI KATO

MEDIA AGENCY :

DENTSU EAST JAPAN INC., TOKYO

MEDIA PLANNER :

YUKIHARU MORII/NANA SERIZAWA

FILM PRODUCTION COMPANY :

NIBAN-KOBO PRODUCTIONS CORP., TOKYO/VISIONS INC, TOKYO

DIRECTOR :

DAISUKE SHIBATA

FILM PRODUCER :

TOMOHIRO KANEKO/RYUSEI YOSHIMOTO/GO SASAKI

PRODUCTION MANAGER :

AMI SUZUKI

SUPERVISED :

YOICHI TAKAHASHI

ARTWORK :

KUNIKAZU TODA

POST-PRODUCTION COMPANY :

TOHOKUSHINSHA FILM CORPORATION, TOKYO/ONKIO HAUS, TOKYO

EDITOR :

TATSUYA KAWAMURA

MIXER :

KOSEI AZUMA

SOUND PRODUCTION COMPANY :

FROG INC, TOKYO

SOUND DESIGNER :

HIROSHI KAWAGOE

ENGLISH SYNOPSIS :

TWIN BROTHERS CALLED ‘HAJIME’ AND ‘KEN’ AND A GIRL CALLED ‘SETSU’ GROW UP TOGETHER. THEY BECOME INSEPARABLE BUT THE RELATIONSHIP GETS DELICATE WHEN THEY GROW OLDER. WHEN THEY ENTER A HIGH-SCHOOL, SETSU LEAVES FOR BRAZIL TO STUDY. THE STORY BEGINS WHEN SETSU SUDDENLY COMES BACK TO JAPAN 10 YEARS LATER.
THEIR REUNION REVIVES THE LOVE TRIANGLE. THEN HER EX-BOYFRIEND FROM BRAZIL COMES INTO THE PICTURE TO MAKE IT A LOVE SQUARE. THE WHOLE STORY IS TOLD USING ONLY 3 NAMES: ‘HAJIME’, ‘KEN’, AND ‘SETSU’, SO THAT THE COMPANY NAME OF JAPANESE HOUSEBUILDER ‘HAJIME KENSETSU’, WOULD BECOME RECOGNIZED AND REMEMBERED BY THE PUBLIC.
OUR TARGET IS THE JAPANESE IN THEIR 20S AND 30S WHO WATCH MOVIES AT DOUBLE SPEED. THE COMMERCIAL IS CONSISTED OF 6 STORIES AND 30 SECONDS LONG WITH A VIEW TO KEEPING THEIR ATTENTION TILL THE END AND GIVING A STRONG IMPRESSION OF ‘HAJIME’, ‘KEN’, AND ‘SETSU’.

ENGLISH SCRIPT :

EPISODE 1 REUNION
SETSU:HAJIME, KEN
HAJIME AND KEN:SETSU!!
HAJIME KENSETSU

EPISODE 2 A LOVE RIVAL
SETSU:HAJIME
SETSU:KEN
HAJIME AND KEN:SETSU!!
HAJIME KENSETSU

EPISODE 3 BETRAYAL
KEN:HAJIME!
HAJIME:KEN
KEN:SETSU
HAJIME KENSETSU

EPISODE 4 CLEAVAGE
SETSU:HAJIME! KEN!!
HAJIME AND KEN:SETSU!!
HAJIME KENSETSU

EPISODE 5 EMERGENCY
SETSU:HAJIME
SETSU:KEN
HAJIME AND KENSETSU!!
HAJIME KENSETSU

EPISODE 6 HOSPITAL ROOM
SETSU:HAJIME
SETSU:KEN
SANTOS:SETSU!!
“JUST RIGHT FOR YOU” HOUSES.HAJIME KENSETSU

ENGLISH CONTEXT EXPLANATION :

JAPANESE HOUSEBUILDER HAJIME KENSETSU’S BRAND RECOGNITION IS ONLY 34.6%. WE ANALYZED THEIR PAST COMMERCIALS AND CAME TO THE CONCLUSION THAT THEY FAILED TO PROMOTE THE COMPANY NAME.
WHAT WE FOCUSED ON IS THE ELEMENTS THAT CONSTITUTES THE NAME OF HAJIME KENSETSU. HAJIME KENSETSU’S ‘HAJIME’ AND ‘KEN’ ARE THE POPULAR JAPANESE MEN’S NAMES. ‘SETSU’ IS ALSO A COMMON FEMALE NAME. SO WE MADE A STORY THAT UNFOLDS WITH ONLY 3 WORDS TO CREATE A BUZZ AND BOOST COMPANY’S BRAND RECOGNITION.
TO ATTRACT MORE ATTENTION, WE SECURED ABEMATV DURING THE 2022 WORLD CUP, WHICH IS THE MOST WATCHED EVENT. WE ASKED MR. YOICHI TAKAHASHI, THE AUTHOR OF “CAPTAIN TSUBASA” WHICH IS LOVED BY MESSI, MBAPPE, AND NEYMAR TO DESIGN THE CHARACTERS AND SUPERVISE THE WORK. BY ADDING SOME ELEMENTS THAT PLEASE ITS FANS, SUCH AS AN AIRPLANE WITH THE LOGO SAYING "TSUBASA AIR”, WE AIMED TO ATTRACT MUCH NEEDED PUBLIC ATTENTION.