| Title | THE PROFESSIONAL OF JAPAN |
| Brand | NISSAN MOTOR CO.,LTD. |
| Product / Service | NV350 CARAVAN |
| Category | D04. Brand / Product Video |
| Entrant | TBWA\HAKUHODO Tokyo, JAPAN |
| Idea Creation | TBWA\HAKUHODO Tokyo, JAPAN |
| Production | PYRAMID FILM Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Kazoo Sato | TBWA\HAKUHODO | Chief Creative Officer |
| Kaname Aratame | TBWA\HAKUHODO | Creative Director |
| Tetsuya Umeda | TBWA\HAKUHODO | Planner / Copywriter |
| Takaya Masuda | TBWA\HAKUHODO | Art Director |
| Kazuaki Kuribayashi | TBWA\HAKUHODO | Buzz Machine |
| Hisakazu Mizutamari | TBWA\HAKUHODO | Account Supervisor |
| Masakazu Kobayashi | TBWA\HAKUHODO | Account Supervisor |
| Ryuki Oishi | TBWA\HAKUHODO | Assistant Account Executive |
| Taichi Murai | PYRAMID FILM | Producer |
| Yusuke Yamada | PYRAMID FILM | Producer |
| Yoshihiko Yamamoto | Wonder Land House | Director |
| Yuki Yoshida | PYRAMID FILM | Production Manager |
| Ryosuke Kubodera | PYRAMID FILM | Production Manager |
| Tetsuka Kentaro | TBWA\HAKUHODO | Designer |
| Shinya Kiyokawa | TBWA\HAKUHODO | Music |
| Takayuki Umetani | Carp | Editor |
| Yasuhiko Ikeda | AOI STUDIO | Editor |
| Taketoshi Niizuma | PTHREE | Multi Audio |
Use the power of film to make craftsmen the hero. Nissan created an online video for CARAVAN with craftsmen as the hero. We captured the scenes of craftsmen across Japan with consummate skills such as flat-plane carving of 8 micron in thickness and minuscule tops 9mm in diameter. Once released, the video exceeded 10MM views. Craftsmen became heroes around the world.
Step 1 We interviewed all sorts of craftsmen across Japan to create this movie. This interview also helped the brand to build relationships between some of the influential craftsmen of Japan. STEP2 Released the movie STEP3 At the same time, we also released our research data which shows the shortage of craftsmen in Japan. This data proved that the movie wasn’t a simple web content and it was quickly picked up by the media. STEP4 This movie is now getting attention every time media focuses on craftsmen working on Tokyo Olympics.
/10.2 Million Views /Share and Retweets:10,276 /Aspiration towards craftsmen: FY2016 34% / FY 2017 40% /Sales :118%
Lack of skilled labor. Craftsmen lament over the lack of skilled labor. The young generation is indifferent towards a craftsmen’s job. Midst this reality, we decided to strengthen the bond between CARAVAN and craftsmen.