Title | MANUAL |
Brand | BEETV |
Product / Service | DOCOMO D-VIDEO |
Category | A02. Best Non-Fiction Program, Series or Film where a client has successfully created a reality, documentary or light entertainment show around a product(s) or brand(s) |
Entrant | MORI Tokyo, JAPAN |
Entrant Company | MORI Tokyo, JAPAN |
Contributing Company | MORI Tokyo, JAPAN |
Contributing Company 2 | DENTSU Tokyo, JAPAN |
Contributing Company 3 | MORIMORI Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Brandon Mccuien | Cast | |
Birdman | Production Designer/Art director | |
Steve Rodrigues | Cutters Tokyo | Colorist |
Chikaomi Miyamoto | Action Advisor | |
Shinichi Mita | Kiki | Stylist |
Nobuyuki Shintani | Prism | Projection |
Masato Tsutsui | Technical Director | |
Great Garbo Music | Music | |
Ryan Mcguire/Yusaku Yasuda | Cutters Tokyo | Editor |
Makoto Okuguchi | Cameraman | |
Akiyoshi Irio | Lighting | |
Kazuaki Seki | Triple-O | |
Satoshi Miyata | Morimori | Production Manager |
Mitsuru Yamamori | Morimori | Producer |
Yasuaki Misonou | Dentsu | Account Manager |
Masahiko Tan | Avex Entertainment Inc. | Advertiser's Supervisor |
Isao Takahashi | Dentsu | Account Supervisor |
Misato Tachibana | Mori | Agency Producer |
Jun Nishida | Drill | Art Director |
Morihiro Harano | Mori | Creative Director |
In Japan, Branded Entertainment is not as popular as in the western countries. Currently only a handful of big brands sponsor couple of TV programs.
Our client is d-Video, a Japanese Video On Demand service for smartphones. Since its launch in 2011, d-Video has attracted over 5 million users. However, not all of the users are fully enjoying all the functions that this service offers and our mission was to create a video manual explaining fully how to use the service. Our key objective was to inform people about d-Video's services in an non linear way. The strategy was simple - to show them things that fascinate them and blow their mind by surprising them. Also no one really expects a manual like the one we have created so it is like a surprise to see it in this context. We thought this would also make them share it with friends which would also increase brand love. The execution was very tricky as we used two big projectors to form a mobile phone on which the performer jumps, and each time he lands, it is like pressing a button on the phone so the screen changes. In order to make it happen we created a device that automatically detected the movement of the performer and triggered the system to change the screen.
Usually a video manual is boring and monotonous as there is no incentive to go through them whatsoever. Our solution was to invite a tumbling champion from USA and use his skills to entertain the audience. Tumbling as a sport is not so famous but is very interesting to watch and is gaining popularity. Though his dynamic performance, we've managed to turn the usual product demo manual into an acrobatic action film while educating the viewers about the product.
The video has just launched, yet it has already started to create a buzz on social media as " the world's most acrobatic video manual".