THE JOURNEY

TitleTHE JOURNEY
BrandSAKURA PAXX CORP.
Product / ServiceSAKURA PAXX CORP.
CategoryG05. Motion Graphics Design & Animation
EntrantEDP GRAPHIC WORKS Tokyo, JAPAN
Idea Creation EDP GRAPHIC WORKS Tokyo, JAPAN
Idea Creation 2 MITSUI ADVERTISING Toyama, JAPAN

Credits

Name Company Position
Naoki Kumamoto EDP graphic works Co.,Ltd. Chief Executive Officer
Kenta Ikoma Hakuhodo Inc. Copywriter
Namiko Yamazaki Hakuhodo Inc. Namiko Yamazaki
Naoki Kumamoto EDP graphic works Co.,Ltd. Chief Executive Officer
Namiko Yamazaki Hakuhodo Inc. Director
Naoki Kumamoto EDP graphic works Co.,Ltd. Chief Executive Officer
Satoru Inoue EDP graphic works Co.,Ltd. motion graphic designer
Kojiro Kimura EDP graphic works Co.,Ltd. motion graphic designer
Kidai Kato EDP graphic works Co.,Ltd. motion graphic designer
Shinnosuke Arima EDP graphic works Co.,Ltd. motion graphic designer
Reika Nakazawa EDP graphic works Co.,Ltd. motion graphic designer
Minori Asai EDP graphic works Co.,Ltd. motion graphic desigenr
Kana Terao EDP graphic works Co.,Ltd. motion graphic designer
Yuuki Kamida EDP graphic works Co.,Ltd. motion graphic designer
Yosuke Ishiko - motion graohic designer
Kengo Nakashio - motion graphic designer
Eriko Ono - motion graohic designer
Kei Kanai - motion graphic designer
Yuya Murata EDP graphic works Co.,Ltd. CGI director
Thomas Suess audioforce Music
Yoichiro Mitsui EDP graphic works Co.,Ltd. representative director
Atsushi Hashimoto Sakura Paxx Corp. Chief Executive Officer

The Campaign

Sakura Paxx’s new corporate philosophy, "Creating a smile with a relay of heart connects the world," was established after the earthquake. We wanted to apply this philosophy to the design and story of the film so that it’s both easy to understand and enjoyable for the audience. We thought that the film could be used as a communication that reminded those inside and outside of the company of the philosophy.

Creative Execution

The film’s story is about a cardboard box that protects gifts from a variety of obstacles during its journey around the world designed by cardboards. The package was captured in each shot with dynamic camera framing and moves that pull the audience into the world of the story. The film was made with motion graphics-based CGI that gives it a sense of warmth as though it was handmade.

Indication of how successful the outcome was in the market

The film led to the employees’ understanding of the corporate philosophy and its execution. Employees became more cohesive than they used to be, and it led them thinking about and starting new activities beyond their regular work duties. They held a charity event that aided in the reconstruction of Kumamoto castle, which was damaged by another earthquake last year. They produced an assembly kit of the castle made of cardboard, then sold them and donated all the sales to the reconstruction. Many media even reported this act. Internally, the design used in the film affected the company’s internal magazine and website and was even applied their new magazine ads. While the initial approach was to make the film internally, it’s turned out to be a new communication tool for their external approach too.

The strategic approach was to release the film to Sakura Paxx’s employees first, instead of its customers. Of course, companies need to have external communication. However, the most important thing for the client was to enhance the consciousness and shared awareness of their philosophy through internal communication, so creating this branded film was not based on the requirement of releasing it to the mass media. The strategic intention of the film was to motivate employees to think about what they can do on their own.

Links

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