ART OF TIME

TitleART OF TIME
BrandSEIKO HOLDINGS CORPORATION
Product / ServiceBRAND
CategoryA03. Online: Fiction & Non-Fiction
EntrantDENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
PR DENTSU PUBLIC RELATIONS Tokyo, JAPAN
Production AOI PRO Tokyo, JAPAN
Contributing ISOBAR Tokyo, JAPAN

Credits

Name Company Position
Wataru Yamamoto Dentsu inc. Creative Director
Kazuhiro Amano Dentsu inc. Strategic Planner
Kazuyoshi Ochi Dentsu inc. Communication Planner
Yu Takahashi Dentsu inc. Art Director
Satomi Takeda Dentsu inc. Copywriter
Masaya Nakamura Dentsu inc. Account Exective
Kazue Marushima Dentsu inc. Account Exective
Takashi Omori Takashi Omori Producer
Kei Takahashi Aoi Pro. inc. Director
Takuo Saito Aoi Pro. inc. Producer
Sota Yoshida Aoi Pro. inc. Producer
Kana Terashima Aoi Pro. inc. Digital Coordinator
Shinya Inada Aoi Pro. inc. Production Manager
Hiroki Ando Freelance Cinematographer
Makoto Jukuroki Freelance Lighting designer
Azusa Kawano TATEO inc. Production designer
Mitsuaki Kayanuma GIVS Special Effector
Etsuko Yakushimaru Mirai records. singer
Shinji Hattori/SEIKO staff Seiko Holdings Corporation client

The Campaign

We made a video that only SEIKO could make. We collaborated with a Japanese artist with impressive popularity among young people named EtsukoYakushimaru. It was not simply a collaboration. The art in the music video was all made by SEIKO employees. Utilizing precise technologies, watch makers engaged in all of the production design and aesthetics. To our surprise, the employees did the songwriting and the CEO composed the music. This is a music video as precise, as they say, as a watch, and is completely SEIKO-made from songwriting to video.

Creative Execution

It was made public on the SEIKO website on March 14th, 2016. 47 different parts totaling 1200 in all are used with the smallest measuring at 0.7 mm. This device is precisely calculated to prevent the lag of even one part which could bring it all to a stop. The employees are songwriters and the CEO is the composer of the artistic elements in this thoroughly designed music video.

It became a hot topic in all kinds of media especially in music-related media and was also proactively shared on social media attracting the younger demographic, A large number of news programs reported that "It's a method of conveying a brand image that we have never seen before." It successfully changed the younger generations' perception of SEIKO using the power of SEIKO's design.

We made an unprecedented music video in which employees of this one company were involved in the entirety of the art direction.

In order to convey our corporate image, it is very effective to spread shareable content. We collaborated on "music" which is a familiar media to young people to make branded contents crafted in part by employees themselves. We aimed to distinguish it from existing corporate promotional material.

Links

Website URL