MAMAMETAL

TitleMAMAMETAL
ClientKATAOKA&CO.,LTD
Product/ServiceVAN HOUTEN COCOA
CategoryA05. Use of Original Composition for a Brand or Campaign
EntrantAOI PRO Tokyo, JAPAN
Idea Creation TOKYU AGENCY Tokyo, JAPAN
Production AOI PRO Tokyo, JAPAN

The Campaign

Mothers are the main consumers of cocoa. Van Houten wanted to become "mom's best friend" - the brand to which mothers turn to relieve their everyday stress.

Creative Execution

We formed a heavy metal band called "MAMAMETAL." The band released a series of songs shouting out the daily frustrations that mothers normally cannot express. A video of these songs was launched on YouTube and Facebook with the aim that it would be an empowering tool that mothers would see on SNS, think "that's what I want to say!" and then speak out.

A great many mothers have used this video to shout out their frustrations on SNS. In 3 weeks these videos have been played over 2.1 million times, and have become a hot topic on TV. We have received comments like “That’s exactly how I feel!”, “I wish there was a karaoke version”, and “I downloaded it and listened to it over and over.” The videos have been shared between mothers and between family, and many mothers have sympathized with, laughed at, and relaxed to the videos. These entertaining promotions unlike any cocoa ads before have enjoyed great acclaim and Van Houten’s sales have increased 160% year on year. Purchase intent increased 32%. We have secured our presence as the brand moms like.

We believe the campaign would fit the category as it tried to convey brand’s message through the music. The first challenge was to find a woman that could do a death growl. We contacted the few female vocal bands that exist in japan and selected one to perform the music. With the band’s cooperation we created the musical numbers through trial and error. We released several songs on Youtube and Facebook with lyrics based on the little day-to-day mother’s stresses. It was always in the back of our minds to create music that was not disrespectful to heavy metal performers.

Mothers give all of their time and energy for the sake of their families, but it is a thankless job. For this project we researched the daily stresses mothers face, the things they hold back from saying to their families, and then we shouted out those frustrations for them.

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