| Title | DREAM RELAY MOVIE BY CREATE THE FUTURE PROJECT |
| Brand | TOYOTA MARKETING JAPAN CORPORATION |
| Product / Service | ESTIMA |
| Category | A09. Use or Integration of Digital or Social media |
| Entrant | PARTY Tokyo, JAPAN |
| Entrant Company | PARTY Tokyo, JAPAN |
| Contributing Company | PARTY Tokyo, JAPAN |
| Contributing Company 2 | DENTSU Tokyo, JAPAN |
| Contributing Company 3 | TYO CAMP KAZ Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Susumu Namikawa | DENTSU Inc. | Creative Director |
| Masashi Kawamura | PARTY | Creative Director |
| Qanta Shimizu | PARTY | Technical Director |
| Maho Kudo | DENTSU Inc. | Art Director |
| Susumu Namikawa | DENTSU Inc. | Writer |
| Eri Tsutsumi | DENTSU Inc. | Writer |
| Fujinari Tsutsumi | DENTSU Inc. | Writer |
| Takayuki Fukushima | DENTSU Inc. | Strategic Planner |
| Jinno Yasumitsu | DENTSU Inc. | Acount Executive |
| Shoji Akaishi | DENTSU Inc. | Acount Executive |
| Kana Kobayashi | DENTSU Inc. | Acount Executive |
| Jun Tanaka | PARTY | Agency Producer |
| Eri Kiuchi | PARTY | Project Manager |
| Masataka Saito | TYO Inc.camp KAZ Division | Producer |
| Takeharu Hanokizawa | TYO Inc.camp KAZ Division | Producer |
| Yusuke Tominaga | AID/DCC Inc. | Producer |
| Keitaro Kamijyo | AID/DCC Inc. | Assistant Producer |
| Saqoosha | Katamari Inc. | Technical Director |
The main duration of TVCs are mostly 15 seconds, limiting the clients to tell long formart stories around the brand. More and more brands are trying to embrace the branded entertainment content as the means of deeper brand communications, but not many has succeeded yet.
Estima Hybrid is one of the top selling family cars in Japan. As a brand, they wanted to become a vehicle that help nurture the creativity of kids, by not only driving them to places, but to somehow drive their imaginations. In this Dream Relay Movie project, Estima Hybrid traveled around Japan and connected stories made by the kids from all over the country, just like a relay. We started by collecting characters and words on the website. People were able to draw their original characters, and a total of 4475 were submitted online to be used at the workshop. The story-making workshop started from Tokyo, and traveled across Japan to Fukuoka, Kanazawa and Yubari, where 1853 kids participated in creating the stories. 12 scenarios were selected to become a part of the movie. The kids’crazy imaginations ended up becoming an hour-long story about a boy’s journey to save the world that has turned upside down. The finished film was premiered in Tokyo inviting the kids and parents that participated in the workshops, and also at Yubari International Film Festival. These events were covered by numerous newspapers, magazines, TV shows, and blogs, successfully demonstrating that Estima Hybrid is a car that supports the kids’ imaginations and their possibilities.
We uploaded a teaser video using the intro of the movie on YouTube, asking people to participate in making the rest of the movie. This was also used in YouTube mastheads and multiple banners, navigating people to the webstie. We also created TV commercials and retail posters and print ads using the characters in the film to grab the attention of the mass audience. Famous Japanese Pop group "Dreams Come True" offered their song as the theme song to the movie, which generated a wider interest from music fans as well.
4475 original characters were created online, 1853 kids participated in the creation of the scenarios, and 12 scenarios were selected to become a part of the movie. Their crazy imaginations ended up becoming an hour-long film. The films have gained a total of over 3.5 million views on YouTube. The finished film was premiered in Tokyo inviting the kids and parents that participated in the workshops, and also at Yubari International Film Festival. These events were covered by numerous newspapers, magazines, TV shows, and blogs, successfully demonstrating that Estima Hybrid is a car that supports the kids’ imaginations and their possibilities.