|Title||COMMERCIAL SONG COVER!|
|Product / Service||CHEWING GUM|
|Category||A05. Product Launch/re-Launch or Multi-Product Promotion|
|Entrant||DENTSU Tokyo, JAPAN|
|Entrant Company||DENTSU Tokyo, JAPAN|
|Advertising Agency||DENTSU Tokyo, JAPAN|
|Advertising Agency 2||D2C Tokyo, JAPAN|
|Production Company||TOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN|
|Takato Akiyama||DENTSU Inc.||Creative Director|
|Kyosuke Fukuoka||DENTSU Inc.||Planner|
|Takuma Shinomiya||DENTSU Inc.||Planner|
|Takashi Nishihara||DENTSU Inc.||Planner|
|Yuko Izumo||DENTSU Inc.||Art Director|
|Hiroshi Sawamura||DENTSU Inc.||PR Director|
|Hiroki Nagao||D2C CO., LTD||Producer|
|Takahiro Eto||D2C CO., LTD||Producer|
|Rui Yokochi||D2C CO., LTD||Producer|
|Sunao Nonaka||TOHOKUSHINSHA FILM CORPORATION||Producer|
|Wataru Sasaki||TOHOKUSHINSHA FILM CORPORATION||Production Manager|
|Satoshi Mori||easeback Inc.||Director|
|Akimasa Kodama||Netin Co., Ltd.||Director Of Photography|
|Kazuhiro Kageyama||Netin Co., Ltd.||Cameraman|
|Nobuaki Abe||Netin Co., Ltd.||Editor|
|Yoshihiro Saito||Freelance||CG Creator|
|Tomokazu Yamauchi||Nicehomerun Inc.||Casting|
|Go Ishikawa||DENTSU Inc.||Account Executive|
|Takuya Akikusa||DENTSU Inc.||Account Executive|
We created an entirely new concept in branded content by covering the catchy jingle and dance that made a TV commercial famous and using it as the debut song for a new girl group. The hot new girl group covered the song, and with the addition of a music video shot in 360 degrees using leading-edge technology, we succeeded in breathing new life into a brand that had stagnated. Furthermore, we created a continual branding structure because whenever the group performs the song in concert, it will draw attention to Fit’s.
CHALLENGE: Fit’s is a famous gum brand in Japan. It has become popular by a catchy commercial song and dance. However in recently years, it has fallen into a rut and its presence weakened. Our challenge was to breath life back into the brand using its major commercial song and dance. STRATEGY: Covering classic hits brings them back to life now. We provide the covered popular commercial song “Kamu-to-Funyan” as a debut song of a new girl unit “Leaders of the New School”. We provided their first live concert and also made a music video shot in 360 degrees.
The debut of “Leaders of the New School” became a big topic, not only domestically but also internationally. Fit’s once again found its way to the forefront of the generation. In the future, whenever the girls perform, Fit’s will attract more attention. As the girls gain popularity, Fit’s will too.
On July 13, 2015, in conjunction with the news of the girl group’s debut, their debut song, a cover version of the TV commercial jingle, and the 360-degree music video were released. That weekend the girl group held their first concert at a large club venue, popular among the young. To add to the excitement of the concert we developed and distributed a glow stick smartphone app. The public’s response was greater than expected, and we hurriedly set up a second concert on July 31st. They also performed on August 9th at a large-scale event hosted by a TV station. They continue to be the subject of growing attention.