Title | THE JOURNEY |
Brand | SAKURA PAXX CORP. |
Product / Service | SAKURA PAXX CORP. |
Category | G05. Motion Graphics Design & Animation |
Entrant | EDP GRAPHIC WORKS Tokyo, JAPAN |
Idea Creation | EDP GRAPHIC WORKS Tokyo, JAPAN |
Idea Creation 2 | MITSUI ADVERTISING Toyama, JAPAN |
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 |
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.
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.
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.