The Brief

It was made as a promotion for “Move Band 2”, Docomo Healthcare’s new activity meter (a wearable device for measuring calories).We developed a movie that burns calories just by watching it,in order to fulfill the universal desire to “lose weight easily” without exercising. We thereby encouraged awareness of the fact that calories are burned when you least expect it.

Creative Execution

This creative execution was for the “Move Band 2”,an activity meter that measures calories burned. The part of this creative execution relevant to the product was the creation of branded content in the form of a movie that burns calories that fulfills the universal desire to “lose weight easily” without exercise held by many calorie-conscious people, our target audience.Our “Calorie Movie” is content that can be used to reliably to burn calories.

Describe the creative solution to the brief/objective.

Young men and women who are calorie-conscious.People who want to lose weight but don’t want to do hard exercise.New consumers.This fast calorie burning movie is pragmatic for the target audience, while also creating word of mouth advertising and raising awareness of the product.

Results

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 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.Young men and women with the desire to “lose weight easily” without exercising watched this video, and those were too scared to watch it said they would “walk off the calories”.