MAMAMETAL LAZY BOY

Gold Spike Campaign
TitleMAMAMETAL LAZY BOY
ClientKATAOKA&CO.,LTD
Product/ServiceVAN HOUTEN COCOA
CategoryA07. Use of Original Music
1 of 3 Campaign
EntrantAOI PRO Tokyo, JAPAN
Idea Creation TOKYU AGENCY Tokyo, JAPAN
Production AOI PRO Tokyo, JAPAN

Brief Explanation

Van Houten wanted to become "mom's best friend"-the brand to which mothers turn to relieve their everyday stress. So we formed a heavy metal band called "MAMAMETAL," which released a series of songs shouting out the daily frustrations that mothers normally cannot express. The aim was for this to be an empowering tool. This video releases those small frustrations on behalf of mothers. Son, a middle school student, blames his mother for everything, even for his own mistakes. He relies on his mother but never appreciates her help. The mother explodes in anger at his childishness. For instance, it is his own fault that he is late for school since he went back to sleep, yet the son takes it out on his mother. Instantly, the kind mother transforms into a heavy metal singer, and she wreaks her frustration through a metal song. In real life, Van Houten helps sweeten her.

Credits

Name Company Position
TETSUSHI KAWACHI TOKYU AGENCY INC. Creative Director, Copy Writter, Planner
TOSHIMI HAYASHI TOKYU AGENCY INC. ART DIRECTOR
YOKO OSOEGAWA TOKYU AGENCY INC. Planner
DAISUKE NISHIMURA TOKYU AGENCY INC. PR
AKIRA UEMOTO N/A ACCOUNT EXECUTIVE
SATSUKI NAGAI N/A ACCOUNT EXECUTIVE
SHIGEO MATSUYAMA CluB_A Director
KEISUKE IMAMURA Voyager Cinematographer
HISAYA KATOH AOI Pro. Inc. Executive Producer
KAZUKI SATO AOI Pro. Inc. Producer
TAKUMA ISO AOI Pro. Inc. Production Manager
MINAGAWABONMIE Freelance Stylist
MIYO SEKIYA b-side Hair and Make Up Artist
MAKOTO ODA Freelance Lighting Director
KENJI HASHIMOTO amana Post Producer
MAYU YAMAMOTO amana Assistant Producer
YUSUKE HINO amana Assistant Producer
HIROSHI ISHIKAWA amana Photographer
JUN OKUBO Freelance Food Coordinator
YUTA OKUBO Freelance Web Director
KAORI YAMAGUCHI aru&dede&pipi Food Advertiser
YOSHIKAZU FURUYA kyoei arts Artist
AKIFUMI HOSODA TSUMIKI CG
RENJI KUMAI origami Music Composer
N/A LIBERTY Animator