Creative Execution

The message is conveyed using a simple setting, that allows the viewer to imagine themselves in the situation. Simple black and white illustrations visualize and accentuate the keywords of the explanation. The technique of filming a handmodel analogically moving the print-out illustrations and stopmotion techniques, makes it easy to follow the actions on screen. Since there is no sound on the train channel, important points have been added as speech bubbles as well.

The video was very popular and stood out in the train channel campaign due to its special filming techniques and use of black and white illustrations. Due to its popularity it is still used as sales technique after the campaign ended, on screens in stores to explain the use of the pressure cooker to customers.

The German National Touristic Bureau launched a campaign for German companies to promote their products on the train channels of Tokyo. The Fissler company wanted to promote their made-in-Germany pressure cookers and raise awareness about them on the Japanese market. The target group is men and women in their 30s to 40s, aiming to show them that pressure cookers are easy to use by anyone, not just cooking experts and also giving examples on everyday dishes that can be made using the pressure cooker. The plan also was for it to become the content of a quiz campaign on the Fissler website, where consumers have to answer questions concerning the video.