| Title | NODOGOSHI DREAM OF DREAMS |
| Brand | KIRIN BREWERY COMPANY |
| Product / Service | NODOGOSHI-NAMA |
| Category | A04. Best Use or Integration of User-Generated Content |
| Entrant | TYO PRODUCTIONS Tokyo, JAPAN |
| Entrant Company | TYO PRODUCTIONS Tokyo, JAPAN |
| Contributing Company | DENTSU Tokyo, JAPAN |
| Production Company | TYO PRODUCTIONS Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Ichiro Kamata | Kamata Ad. | Exective Creative Director |
| Takuya Isojima | Dentsu Inc. | Creative Director |
| Atsuhi Oogi | Dentsu Inc. | Art Director/Planner |
| Makoto Shinohara | Dentsu Inc. | Planner |
| Satoru Iwashita | Dentsu Inc. | Art Director |
| Yukio Hashiguchi | Dentsu Inc. | Copy Writer |
| Hikaru Nshida | Dentsu Inc. | Art Director |
| Yuji Yamaguchi | Dentsu Inc. | Agency Producer |
| Makiko Kusakabe | Dentsu Inc. | Agency Producer |
| Takuma Suga | Dentsu Inc. | Agency Producer |
| Takashi Sakuma | Dentsu Inc. | Campaign Planner |
| Takehisa Asahina | TYO Inc. | Producer |
| Kyoichi Shibukawa | TYO Inc. | Producer |
| Tsugihisa Tanaka | Voyger | Director |
| Ng Man Ching | camera | |
| Yuki Nemoto | Crank Dew | camera |
| Wu Gang | Jakie Chang China | Action Director |
| Takanori Imamura | IMAGICA | Editor |
| Chitoshi Murata | IMAGICA | Compositer |
| Toshihiro Hara | IMAGICA | Mixer |
| Katsuya Yamada | Aiin | Music Producer |
| Noboru Nishino | Dentsu Inc. | Campaign Planner |
In the Japanese advertising industry, 15 sec. TV commercials are still dominant and branded entertainment is not common at all. There’s no such thing as the Super Bowl Commercial either, so it is quite rare for Japanese advertisers to produce an entertaining TV commercial having a duration of several minutes.
The challenge: Most people forget their dreams as they go about their busy lives. But beer helps people remember. We decided to remind people of the joy that comes of living life with a dream. The idea: NODOGOSHI launched a project that realizes people’s dreams. From 50,000 collected dreams, we selected the one least likely to come true: “To become a kung-fu star and co-star with Jackie Chan.” The result: The TV commercial hit the media and topped 1 million hits on YouTube in just 3 days. Fans worldwide began adding subtitles. NODOGOSHI went on to capture the No. 1 share in the market.
First, we hosted the world premiere at a cinema in Tokyo and showed a 5 minute version of the commercial for the first time. The event was aired on many types of media and generated expectations among people. Subsequently, we ran a 60 second commercial on television. It generated huge buzz online and offline. People googled about the TV commercial and accessed YouTube to see a 180 sec. version. In just three days, the YouTube version managed to get over 1 million hits.
In just three days, the commercial managed to get over 1 million hits on YouTube. Fans all over the world added subtitles in their languages on YouTube. They even asked us for online distribution of the theme song of the commercial. After we uploaded the song on the website, it got more than 5,000 downloads immediately. And most of all, NODOGOSHI went on to capture the No. 1 share in the market!