Title | MOTHERS & DAUGHTERS: MEMORIES OF LOVING HAIR CARE |
Brand | UNILEVER |
Product / Service | DOVE |
Category | A01. Direction |
Entrant | ASATSU-DK Tokyo, JAPAN |
Idea Creation | ASATSU-DK Tokyo, JAPAN |
Media | ASATSU-DK Tokyo, JAPAN |
Production | ASATSU-DK Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Mari Hosokawa | ADK | Creative Director |
Taichi Harada | ADK | Senior Creative Director |
Asami Uesugi | ADK | Art Director |
Kensuke Harada | ADK | Planner |
Toshihiko Iizuka | ADK | Agency Producer |
Hiroko Uchigaki | ADK | Account Executive |
Kazutoshi Sato | ADK | Account Executive |
Yasuko Hara | ADK | Account Executive |
Tomofumi Inagaki | ADK | Account Executive |
Syun Yamanaka | ADK | Account Executive |
Tomomi Ogama | ADK Arts | Director |
Akihito Kanai | Freelance | Photographer |
Keisuke Kamiyama | Freelance | Lighting |
Takashi Imayoshi | kichi | construction coordinator |
Yoko Yoda | Freelance | Makeup Artist |
Yoko Yoda | Freelance | Makeup Artist |
Tokio Noguchi | Aozora | Music |
Akemi Mitamura | Freelance | Stylist |
Tetsuya Seo | ADK Arts | Producer |
Hideto Yamada | ADK Arts | Production Manager |
Kentaro Miki | ADK Arts | Production Manager |
Masaru Hasebe | atelier ARTE | Sound Engineer |
Hideka Tomita | Freelance | Casting Director |
Noboru Yamaguchi | IMAGICA | Colorist |
Hirotaka Ishimatsu | atelier ARTE | Offline Editor |
Mitsuru Kikuchi | atelier ARTE | Online editor |
Mother-and-daughter pairs attend a film shoot together. As a surprise, the film crew proposes that the mother brushes and cares for her daughter’s hair. The mother is filmed in documentary style touching her daughter’s hair for the first time in years, while the daughter luxuriates. Together they reaffirm their feelings for one another—the daughter reflects on what her mother has passed on, and what she herself would like to pass on to her own daughter.
The brief called for “the production of a movie for a product that gives beautiful hair to mothers and daughters.” In our movie, we focused on the time mothers spend caring for their daughters’ hair and deemed it to be an experiential process over which real feminine beauty is passed on from mothers to daughters. The movie succeeded in conveying that confidence and actions of mothers are passed on as precious gifts of beauty to their daughters in ways more meaningful than appearance. The film elicited strong empathy.