| Title | LEGACY OF PASSIONS |
| Brand | KYOWA HAKKO KIRIN |
| Product / Service | PHARMACEUTICAL COMPANY - DNA PROJECT |
| Category | C01. Best Use of Integrated Media |
| Entrant | BILCOM Tokyo, JAPAN |
| Entrant Company: | BILCOM Tokyo, JAPAN |
| Advertising Agency: | BILCOM Tokyo, JAPAN |
Credits | |
| Name | Company | Position |
|---|---|---|
| Takeshi Kamioka | Bilcom, Inc | Executive Creative Director |
| Shinji Oota | RaNa extractive, inc. | CreativeDirector/Art Director |
| Hayato Chaki | Bilcom, Inc. | TV/Movie Director |
| Takeharu Ishikawa | RaNa extractive, inc. | Designer |
| Hiroyuki Sugiyama | RaNa extractive, inc. | Technical Director |
| Mari Sasakura | RaNa extractive, inc. | Web Producer/Director |
| Kurara Hayakawa | Bilcom, Inc. | Account Director |
| Yasuhiro Morishita | Bilcom, Inc. | Account Executive |
| Kunimitsu Takahashi | Nikkei Visual, Inc | TV Producer |
| Kenichi Watanabe | Nikkei Visual, Inc | TV Director |
| Mayumi Sawada | Bilcom, Inc. | PR |
| Kinoe Tomohisa | Bilcom, Inc. | PR |
Through each different type of media, the users have experienced how the passions come down to new generations, and they have now its visual as the iPad application to share the experiences with others. As the result, more than 100 thousands of people experienced this campaign for just 3 month. Now 70% of Japanese people know this new company and its philosophy.
The client’s philosophy is “Making future based on the wisdom from forerunners.” We re-create the message to “The legacy of passions to the next generation” To maximize the message we assume the each media as transmission for each generation, TV as forerunners, website as present, and Twitter as future. We start the documentary series “Jonetsu no Keifu” to show the passions of top figure of each filed and who they have take from. We open the youtube channels to show the exactly same video at the same time of the TV show. Once the viewer watch the show, the can access the website to tweet the their passionate phrases and the phrases automatically brought to the twitter user who tweeted as “I need the passions”, with automatic programs called “Jonetsu Bot”. Through the this stream of the message, the users could experience the how the “Legacy of Passions” went through.
We assume that the client’s target generation and gender group will be 30s to 40s male, begin to think of their family health. They tend to consume variety of media and spend less time for each media. We have mainly planned how the media related and consumed based on their life styles. To maximize the result, we need to use the media that could reach mass population automatically, be consumed everywhere anytime, and create communications with others. The viewer could watch the TV show on the Monday night, then watch on youtube at the same time if they do not have TV. They can share the their ideas on twitter with other users, for weeks. We also would want to the user to keep and store something related to this campaign, which is the iPad magazine for after the campaign ended.