HITOTOKI CLOCK

Bronze Spike

Demo Film

Presentation Image

TitleHITOTOKI CLOCK
ClientKING JIM CO., LTD.
Product / ServiceHITOTOKI
CategoryA03. Video / Moving Image
EntrantDENTSU 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

The Campaign

HITOTOKI is a Japanese stationary Brand, specializing in items that is used for handmade craft. And the brand name means “precious moments” in Japanese. To deliver the value of handmade, 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 content that is actually useful in daily life, making people realize the importance of an enriching moment, in a hectic and restless world.

Creative Execution

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. 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. It’s truly, a clock that lets you forget time.

Credits

Name Company Position
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
ASAKO FUJIMAGARI Drill Planner
TOMOYASU KATAGAI dentsu inc Account Exective
WENNI SHAO dentsu inc Account exective
KOTA ENDO STRIPES Producer
MAKOTO KUBOTA CEKAI Film director
TETSUMARU FUKUDA CEKAI Assistant Film Director
YUTARO TAGAWA CEKAI CAMERAMAN
RYOSUKE TAKASUKA RAY DIT
KENICHI SASAKI BEENS ART MANAGEMENT
MIYUKI NAGAO TMS PROP
SATOSHI YOSHITAKE FREELANCER MUSIC
TARO MIKAMI CEKAI PRODUCER
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
HOKI UEDA Totan. CREATIVE DIRECTOR/LOGO DESIGNER
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