|Brand||KING JIM CO., LTD.|
|Product / Service||HITOTOKI|
|Category||A01. Creation of a new Brand Identity|
|Entrant||DENTSU INC. Tokyo, JAPAN|
|Idea Creation||DENTSU INC. Tokyo, JAPAN|
|Idea Creation 2||CEKAI INC. Tokyo, JAPAN|
|PR||DRILL Tokyo, JAPAN|
|Production||DRILL Tokyo, JAPAN|
|Production 2||STRIPES Tokyo, JAPAN|
|Production 3||VERSION ZERO DOT NINE Tokyo, JAPAN|
|Production 4||CEKAI INC. Tokyo, JAPAN|
|YUTO OGAWA||dentsu inc||Creative Director / Copywirter|
|Ryosuke Miyashita||dentsu inc||Art Director|
|MINAMI SAKAGAWA||dentsu inc||Art Director|
|MAI IWAANA||dentsu inc||Copywriter|
|MICHIRU MURAKI||Drill||PR Planner|
|TOMOYASU KATAGAI||dentsu inc||Account Exective|
|WENNI SHAO||dentsu inc||Account exective|
|MAKOTO KUBOTA||CEKAI||Film director|
|TETSUMARU FUKUDA||CEKAI||Assistant Film Director|
|KENICHI SASAKI||BEENS||ART MANAGEMENT|
|YASUTAKA KUBOTA||STRIPES||PROJECT MANAGER|
|MASASHI NARITA||STRIPES||PROJECT MANAGER|
|YASUYUKI MATSUMARU||STRIPES||WEB DIRECTOR|
|MOTOKAZU FURUKAWA||Version zero dot nine||TECHNICAL DIRECTOR／PROGRAMER|
|MIKI SHIROKURA||Version zero dot nine||WEB DIRECTOR／WEB DESIGNER|
We created HITOTOKI CLOCK, the “world’s most handmade” 24-hour movie clock. At our official website, we released a real-time version of the clock. We created a new kind of branded identity that is actually useful in daily life, making people realize the importance of an enriching moment, in a hectic and restless world.
There are 1,440 minutes in a day, and we created different combinations of small items to express each and every minute. And we actually filmed these in a single, 24-hour cut. The background paper got replaced each minute to express the 24 hours passing by. Along the way, there are a few slips, so that you can keep watching without losing interest.
After being publicized by a variety of WEB media, the page view of the brand site increased over 700%, and the site has been visited over 70,000 times. By combining visual identity with content, it has contributed to increased awareness of the brand itself. It succeeds not only in conveying the charm of handmade items, but also in letting everyone experience them as something familiar.
To convey the value of the “precious moments” that the brand provides, we developed a clock-shaped logo, and turned it into a branded experience that is useful in everyday lives.