The Brief

This topic details: how the shipbuilding industry changed their unpopular image for the better in order to secure brilliant new young workers. What they saught out was a way to change the three elements 'Daunting, Dirty, Dangerous,' which ended up making the industry be disliked by the youth. It has changed its motto of 'Daunting, Dirty, Dangerous' that has kept young workers at wide berth to the positive elements 'Tough, Wild, Brave,' and introduced a new anime hero to the world in an unprecedented animation series commercial.

Creative Execution

In the world of hero anime, there exists a genre known as the 'delinquent manga.' In these types of stories, a charismatic leader known as a 'Bancho,' works to rid his school of evil. The Sanoyas Hishino Meisho Company mixed the shape of their main product, tankers, with the characteristic hairstyle of a Bancho, the pompadour, to create a completely new anime character. A 14-second opening song, 1-second episode, and 14-second ending song have been put together to make an unprecedented 30-second animation series commercial.

Describe the creative solution to the brief/objective.

The 'Daunting, Dirty, Dangerous,' motto that describes the shipbuilding work and environment caused students to avoid the shipbuilding industry, causing it to suffer from a lack of new workers. Being unable to gather new, brilliant young workers, the Sanoyas Hishino Meisho Company decided to create a new PR approach to counter this. Mixing the school-based 'delinquent manga' anime genre with the industry's main product, tanker ships, this new anime character 'Shipbuilding Bancho' has caused an explosive response from the youth. The shipbuilding industry's image has been completely reformed, and applications have been flooding the offices of Sanoyas Hishino Meisho.

Results

This revolutionary anime series commercial has garnered a great response from its target youth. Directly after its first broadcast, listeners uploaded the video to Youtube and the Japanese TV site NicoNico Douga, generating discussion on twitter, blogs, and Japan's largest bulletin board. Access to the company's site also skyrocketed, vaulting the fame of the Sanoyas Hishino Meisho Company. There were many students who said they saw the commercial and took part in the job description meeting. The campaign was successful in attracting five times as many job applicants than the previous year. And over 90% job applicants saw this campaign.