TAXI

TitleTAXI
BrandKYORAKU SAKAE DEVELOPMENT
Product / ServiceSUNSHINE SAKAE
CategoryA08. Editing
EntrantADK JAPAN Tokyo, JAPAN
Entrant Company:ADK JAPAN Tokyo, JAPAN
Advertising Agency:ADK JAPAN Tokyo, JAPAN
Production Company:TYO Tokyo, JAPAN

Credits

Name Position
Kazuya Nakajima Creative Director
Kazuya Nakajima Copywriter
Kazuya Nakajima Art Director
Youichi Terasaka Agency Producer
Toshitaka Nasu/Kunio Inagaki Account Supervisor
Kazuo Kawasaki Producer
Wataru Sato Director
Wataru Sato/Takahiro Uchida Editor
Imagica/Tokyo Sound Studio
Imagica/Tokyo Sound Design/Arrangement
Imagica/Tokyo Music
Shuhei Onaga Cinematographer
Shuhei Onaga Cinematographer

Brief Explanation

Our brief was to develop a high impact ad that would stand out from the competition, once seen, never forgotten. The goal was to attract customers during the winter sales season, when clothing prices are reduced more than at any other time of the year. We focused on the insight, “Buying quality goods at low price puts me in a good mood.” From this, we developed the core idea of strange people willing to go through what would normally be intolerable or unusual, because the great shopping experience put them in such a good mood. And so, TV commercials with comic strip-type storylines were developed. When they were aired, they triggered huge reactions on the internet, drawing comments such as "Never seen anything like this!" and "This totally defies sale announcement commercials!!" and suddenly they were the talk of the Nagoya area. Revenues also reached 115% of the initial sales target.