Creative 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.

The video changed viewer’s perceptions of burning calories. The video gained attention with comments such as “Lose weight just by watching this video!”, “Burn calories when you least expect to”, and “It’s way 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.

Objectives Make a promotion for “Move Band 2”, Docomo Healthcare’s new activity meter (a wearable device for measuring calories). Get recognition effectively on a small budget for the little known activity meter “Move Band 2”. Target Audience Young men and women who are calorie-conscious. Insight 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.