Title | ART OF TIME |
Brand | SEIKO HOLDINGS CORPORATION |
Product / Service | BRAND |
Category | A03. Online: Fiction & Non-Fiction |
Entrant | DENTSU INC. Tokyo, JAPAN |
Idea Creation | DENTSU INC. Tokyo, JAPAN |
PR | DENTSU PUBLIC RELATIONS Tokyo, JAPAN |
Production | AOI PRO Tokyo, JAPAN |
Contributing | ISOBAR Tokyo, JAPAN |
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 |
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.
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.