The Campaign

Japanese Branded Entertainment market is consider to be immature. The most common types are those TV programs sponsored by a single company.

Results

The brief was to create the film to promote Sony's initiative for conserving water resources. During the fabrication process of image sensors, an abundant high quality of pure water is essential. Recognizing its own responsibility as a manufacturer that uses significant amount of water, and to make the resources sustainable, Sony has been working on the the ground water recharge, and successfully contributing to the local society. Our solution was to create a film only using the sound of water and the images collected in nature and applied without any artificial pitch alteration. With 1500 shots, 700 sound samples and performed by nature, classical music standard is transformed into a rock and roll anthem.

The audiences are drawn to the film thorough, Sony's website, Youtube, TVCM and a pre-installed direct link on the latest Xperia (2013 model) sold worldwide. Also, the making-of film which was released at the same time as the actual film, revealed the fact that the sounds are recorded in nature and applied without any artificial pitch alteration. This surprised the audience and the film became viral though their shares on social network.

After the film was released online, it was aired on TV and also screened at events and conventions. The film also captured media's attention as a 'very' Sony TV commercial that focuses on the sound and visual, and selected as the Ministry of the Environment Prize at the 17th Environmental Communication Awards (2013) in Japan.