WHERE DOES THE TIME GO?
| Title | WHERE DOES THE TIME GO? |
| Brand | AXA LIFE JAPAN |
| Product / Service | ARE YOU OK? (APP) |
| Category | D01. Social Video |
| Entrant | BEACON/LEO BURNETT Tokyo, JAPAN |
| Idea Creation | BEACON/LEO BURNETT Tokyo, JAPAN |
| Production | AOI PRO Tokyo, JAPAN |
Credits
| Name | Company | Position |
|---|---|---|
| Jon King | Beacon/Leo Burnett Tokhyo | Executive Creative Director |
| Gavin Cranston | Beacon/Leo Burnett Tokhyo | Group Business Director |
| Taketo Igarashi | Beacon/Leo Burnett Tokyo | Creative Director/Copywriter |
| Masato Konno | Beacon/Leo Burnett Tokyo | Art Director |
| Kozue Kimura | Beacon/Leo Burnett Tokyo | Producer |
| Risa Kyuragi / Yoshihiro Ito | Beacon/Leo Burnett Tokyo | Researcher / Account Director |
| Atsushi Kawamura | Beacon/Leo Burnett Tokyo | Account Supervisor |
| Takahiro Yoshida | AOI Pro. | Producer |
| Kohsuke Sakai | AOI Pro. | Production Manager |
| Kaoru Sakurai | AOI Pro. | Production Maanger |
| Shohei Goto | Freelancer | Director |
| Naoki Ishizaka | Freelancer | Director Of Photography |
| Nanae Takiguchi | DaVinci | Art |
| Naohiro Matsunoshita | Freelancer | Stylist |
| Nori | Freelancer | Hair & Make-up |
| Recky Location | Recky Location | Location Coordinator |
| Katsuya Yamada | Aiin | Music Producer |
| Akeboshi | Akeboshi | Artist |
The Campaign
If we were to really keep track of the interactions between adults and their elder parents the short amount of time would be shocking. We bring this idea to life in a short film about a grown man and his stunted interactions with his parents in “Time Together”
Creative Execution
Web movie was uploaded onto official Youtube and home page of AXA Life Insurance. From there, it was shared and featured among various curation sites, personal blogs, Facebook and Twitter. And it was featured in popular TV program and created a huge buzz.
- Exceeded 600,000 Youtube views in 2 weeks after launch. - The highest number of LIKEs in historical AXA Life Insurance movies. - Featured not only in various sites and SNS, but also in popular TV program.
“Our perception of time never matches reality…Time is this rubbery thing.” Neuroscientist, David Eagleman Japanese men in the prime of their life tend believe they spend plenty of time with their families, but in reality the surveys show they prioritize their time for work and colleagues. And the interactions they have are often short and minor.