| Title | 18-YEAR-OLD GRANDPA |
| Brand | MARS JAPAN |
| Product / Service | KAL KAN WHISKAS |
| Category | D01. Animal Health |
| Entrant | I&S BBDO Tokyo, JAPAN |
| Idea Creation | I&S BBDO Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Masaki Honda | BBDO Japan | Executive Creative Director |
| Takuya Miyamoto | I&S BBDO INC. | Art Director |
| Tatsuro Kumaki | I&S BBDO INC. | Planner |
| Yukina Oshibe | I&S BBDO INC. | Planner |
| Kosuke Kumakura | Niban kobo | Producer |
| Shinji Kushiro | Niban kobo | Producer |
| Yuji Shikii | Niban kobo | Manager |
| Katsuyuki Iwai | Director | |
| Kaname Yoneda | Cameraman | |
| Takuro Nakayoshi | Gekidan Haiyu-za | Actor |
| Mami Kurenuma | Alice in Wonderland Model Management | Actress |
| Hiroko Kan | BBDO Japan | Account Executive |
It is said that cats age six times faster than humans. To visualize this, we film a person reminiscing with an 18-year-old cat represented by a person of equivalent age in human years about the good times and the hard times they’ve faced together. Through this interaction we highlight the importance of caring for senior cats.
We launched the video on “Respect the Aged Day”, the timing people and society is most concerned about "Longevity" and make the most of it to remind people of the care that their aging feline friend needs.
750,000 organic views and exposure in 176 countries resulting in countless shares. Picked up by more than 300 media outlets domestically and globally, resulting in USD1 million in free press (20x ROI) . Selected as one of top ten viral movies in Japan.
We film a person reminiscing with an 18-year-old cat represented by a person of equivalent age in human years about the good times and the hard times they’ve faced together. Through this interaction we highlight the importance of caring for senior cats. This short film is launched "Respect-for-the-Aged Day", a national holiday which we show the respect and appreciation for the elderly people.
Every September, Japan celebrates “Respect the Aged Day”, a day where we acknowledge and recognize the contributions and wisdom of the previous generation. We took the opportunity to help Kal Kan raise the awareness of the reality of senior cats.