Product / ServiceMOVEBAND2
CategoryA01. Fiction: series or film
Entrant Company TOKYU AGENCY Tokyo, JAPAN
Contributing Company TOKYU AGENCY Tokyo, JAPAN
Contributing Company 2 AID-DCC Tokyo, JAPAN
Production Company AOI PRO. Tokyo, JAPAN


Name Company Position
Tetsushi Kawachi Tokyu Agency Inc. Creative Director/Copywriter/Planner
Maori Sato Tokyu Agency Inc. Agency Art Director
Yoko Osoegawa Tokyu Agency Inc. Planner
Tatsuya Yoshio Tokyu Agency Inc. PR Planner
Hisaya Kato AOI PRO Executive Producer
Kazuki Sato AOI PRO Producer
Shuhei Terada AOI PRO Production Manager
Hiroki Ono CluB_A Director
Tsutomu Yamaguchi - Sound Mixer
Yoshinari Doi - Special-Effects Makeup
Ayako Takebuchi - Art Dirctor
Masato Seto - Animation
Hiroshi Kawagoe - Music
Yoichi Takahashi - Offline Editor
Yusuke Yamanaka AID-DCC Inc. Web Producer
Daiki Koyama AID-DCC Inc. Web Director
Kazuki Sako AID-DCC.Inc. Web Engineer
Akiharu Sudo Kokushikan University Calorie Validation Expert
Shinichi Kumazawa Tokyu Agency Inc. Account Executive
Ayako Ishii Tokyu Agency Inc. Account Executive

The Campaign

This film was launched in the summer. In Japan, many people beat the summer heat with scary media. (Visiting haunted houses, telling ghost stories, watching horror shows and movies, etc.) We aimed to make the viewer aware that scary media burns calories.


Challenge How to get recognition effectively on a small budget for the little known activity meter “Move Band 2”. Strategy There is a universal desire to “get in shape easily” without doing exercise. We thought of new content we could deliver under a brand name to fulfill this desire. Execution  There is a universal desire to "get in shape easily" without doing exercise. So we developed a movie that burns calories just by watching. That was named "Calorie Movie." The bottom right is the average of calories burned by 12 test subjects who were measured while watching the movie. Calorie consumption goes way up during scary scenes and it seems to have consumed calories a light jogging.

Viewers burn calories just by watching this film. The Japanese culture of watching scary movies in the summer contributed to the film being introduced in various media, and being shared with the tagline “Watch this to start your diet” on SNS services.

The video gained attention with comments such as “Lose weight just by watching this video!”, “But it’s so scary I can’t bear to watch!”, and “It’s too scary.”, eventually being introduced on TV media and web media, leading to viewer traffic to the product page increasing by a multiple of 15.

Just watching this film can make the viewer burn calories.This “fastest calorie burning film”, which burns calories at the same pace as walking, was produced in collaboration with a university research laboratory.It was made as a promotion for “Move Band 2”, Docomo Healthcare’s new activity meter (a wearable device for measuring calories).