Brief Explanation

In this project, we delivered a series of family-oriented stories focusing on maintaining connection between FamilyMart and “Family” which Okinawan people think a great deal of. Communicating with a unique concept that Shiisa - the guardian angel of Okinawa from ancient times - is depicted as a father or the breadwinner of a family, it gives the audience much to feed about, and that was actually effective enough to attract public attention. The original Japanese naming of “‘Family’ Family” took advantage of the palindrome with a touch of humor. Moreover, we attached our mind to create genuine images of what the TVC was supposed to depict, in order to communicate the deliciousness of authentic Oden. Thus, we built a real mobile food stall and it was not only for TVC production purpose. We actually obtained business permit to run the Oden food stall, and gave away Oden food samples on the street. This was the first ever campaign that put “Real” and “TVC” together, involving many local Okinawan people, and attracted tremendous interest as a brand-new innovative campaign amongst Okinawan ad industry.