INDUSTRIAL JP

Bronze Spike

Case Film

Presentation Image

TitleINDUSTRIAL JP
ClientKomatsu Spring Industrial Co., Ltd. / Asaiseisakusyo.Co.Ltd. / Shin Ei Industry
Product / ServiceSMES IN JAPAN
CategoryA07. Corporate Image & Sponsorship
EntrantDENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
PR DENTSU INC. Tokyo, JAPAN
PR 2 DENTSU CREATIVE X INC. Tokyo, JAPAN
PR 3 DELTRO Tokyo, JAPAN
Production DENTSU CREATIVE X INC. Tokyo, JAPAN
Production 2 DIGITAL EGG Tokyo, JAPAN

The Campaign

We noticed minimal repeated movings and sounds of machines in the plant are similar to techno music. So we made music videos with images and sounds taken in the factories. Taking a process to spread information usually performed by a record label, we redesigned the communications of SMEs.

Creative Execution

We redesigned images and communications of SMEs. Record the footages and sounds of the small factories as materials. Using these materials, like DJs select music to play, select musicians match with the materials and offer to make tracks to design images of each SMEs. And then a collaboration between a filmmaker and musician begins. Distribute the videos as Music Video in Youtube, not only as a promotion of the technology. The tracks themselves are also sold on online music site. The factories can use the videos for PR and recruitment, and the artists can use them to increase their name value.

The videos were not only picked up by technology related media, but music, culture, and art media as well. Interviews with the presidents of the factories and performance by musicians were featured on a popular live streaming website. Over 15,000 people enjoyed the program at the same time. As a result, the people who have the least contact with Japan’s small factories are, young people in Japan with no interest in their country’s technology. People from outside Japan who are interested in Japanese technology offered a lot of support.

First we atract people with no interest in SMEs in Japan by using music and movie. Next we prompt them to understand these SMEs doing and their situations in Japan with subtitles of the movie, GIFs, photos and articles in the website.

Credits

Name Company Position
Yasuharu Sasaki DENTSU INC. Chief Creative Officer
Hirozumi Takakusaki DENTSU INC. Chief Creative Officer
Hidetoshi Kuranari DENTSU INC. Executive Creative Director
Masato Otsubo YUKI Precision Co., Ltd. CEO
Toshihide Kimura DENTSU INC. Creative Director / Sound Director
Rintaro Shimohama DENTSU INC. Art Director
Hajime Yakushiji DENTSU INC. Strategic Planner
Dan Ushikubo DENTSU INC. Strategic Planner
Yuki Shintani DENTSU INC. Strategic Planner
Masanori Sakamoto DELTRO INC. Art Director / Web Desginer
Ken Murayama DELTRO INC. Technical Director
Masafumi Fujioka DENTSU CREATIVE X INC. Film Producer
Ryotaro Omori DENTSU CREATIVE X INC. Production Manager
DJ TASAKA Freelance Music Composer
Dorian Freelance Music Composer
DJ Gonno Freelance Music Composer
Cherryboy Function Freelance Music Composer
Sountrive Freelance Music Composer
Inner Science Freelance Music Composer
Naoya Tokunou Freelance Mastering Engineer
Ryosuke Sone DENTSU CREATIVE X INC. Film Director
Mamoru Asami Freelance Cinematographer
Keisuke Inoue Freelance Cinematographer / Photographer
dosei. Freelance Cinematographer / Photographer
Seiji Shirasaki digital egg inc. Film Editor
Wataru Kitamoto DENTSU CREATIVE X INC. Production Manager
Ryo Ishii DENTSU CREATIVE X INC. Production Manager
Links
Website URL   |   Video URL   |   Video URL   |   Video URL   |   Video URL