| Title | SEVEN SUMO |
| Brand | TOYOTA MARKETING JAPAN |
| Product / Service | TOYOTA SAFETY SENSE |
| Category | A05. Use of Original Composition for a Brand or Campaign |
| Entrant | HAKUHODO KETTLE Tokyo, JAPAN |
| Idea Creation | HAKUHODO KETTLE Tokyo, JAPAN |
| Idea Creation 2 | POOL Tokyo, JAPAN |
| Idea Creation 3 | HAKUHODO INC. Tokyo, JAPAN |
| Media | HAKUHODO KETTLE Tokyo, JAPAN |
| PR | HAKUHODO KETTLE Tokyo, JAPAN |
| Production | HAKUHODO PRODUCT'S Tokyo, JAPAN |
| Production 2 | DAY O PRODUCTIONS Los Angeles, USA |
| Name | Company | Position |
|---|---|---|
| Kentaro Kimura | HAKUHODO KETTLE | Creative Director |
| Toshiyuki Konishi | POOL inc. | Copywriter |
| Gugi Akiyama | Daily Fresh | Art Director |
| Yoshiyuki Takeda | POOL inc. | Copywriter |
| Tomoya Suzuki | HAKUHODO | Planner |
| Daisuke Shimada | Freelance | Director |
| Shinji Asano | HAKUHODO PRODUCTS | Producer |
| Yujin Kishimoto | HAKUHODO PRODUCTS | Production Manager |
| Ken Honjo | DAY O PRODUCTIONS | Production Manager |
What if Sumo Wrestlers had the Toyota Safety Sense?
The city of Los Angeles is thrown into an uproar by the sudden appearance of mysterious wrestlers! The mismatch between the entertaining new movie and the cool music which surprises us with laughter, showing seven SUMO wrestlers thundering through the city with their huge bodies bouncing.
Seven Sumo acquired more than 2 million views during the January Sumo tournament in just 2 weeks. Toyota’s new Prius in Japan soon ranked No.1 in sales in February 2016.
Disciplined but human like, calm but always on the go. We created this original piece of music to display the emotions of Sumo wrestlers and the safety features of Toyota.
Toyota is now the world’s No.1 Japanese car brand and Sumo is the No.1 Japanese national marshal art. So we connected these two national prides and developed the message “Safety is Japan’s Traditional Art”. We launched this online film on YouTube on the day the Sumo tournament begun so we grabbed the attention of potential target customers before they decided which car dealer to visit.