| Title | THE LAST TRAIN |
| Brand | SUNTORY HOLDINGS LIMITED |
| Product / Service | BOSS |
| Category | B11. Use of Social Platforms |
| Entrant | TOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN |
| Idea Creation | DENTSU INC. Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| KOJI KANZAKI | DENTSU INC. | CREATIVE DIRECTOR |
| KOJI KANZAKI / YOSHIFUMI SATO | DENTSU INC. | COPY WRITER |
| OSAMU TAKAHASHI | DENTSU INC. | ART DIRECTOR |
| HIDETO SATAKE | DENTSU AD-GEAR INC. | ACCOUNT PRODUCER |
| SHINYA IIDA | DENTSU INC. | PROJECT MANAGER |
| DAIJI YOSHIDA | TOHOKUSHINSHA FILM CORPORATION | FILM EXECTIVE PRODUCER |
| SHIN EBISAWA | TOHOKUSHINSHA FILM CORPORATION | FILM PRODUCER |
| TAKESHI SHIMOJO | TOHOKUSHINSHA FILM CORPORATION | FILM PRODUCTION MANAGER |
| YUU MATSUOKA | Dentsu Creative X Inc. | DIRECTOR |
| SHINGO IKEURA | TOKYO | CINEMATOGRAPHER |
| MARIKO KATAOKA | CAPRA Inc. | EDITOR |
| NOBORU IGARASHI | OMNIBUS JAPAN INC. | MIXER |
| HIROKO FUJII | OMNIBUS JAPAN INC. | COLORLIST |
| TORU MIDORIKAWA | Melody Punch Inc. | SOUND PRODUCER |
| KAZUKI OHARA | PUZZLE INC. | INTERACTIVE PRODUCER |
| TOYOFUMI HACHIKUBO | PUZZLE INC. | INTERACTIVE PRODUCTION MANAGER |
| AYANE HAIZUKA | PUZZLE INC. | INTERACTIVE DESIGNER |
| WATARU ABE | PUZZLE INC. | INTERACTIVE DEVELOPER |
| RYUTARO SEKI | DENTSU INC. | SPECIAL THANKS |
| TETSU MURAMOTO | blus inc. | SPECIAL THANKS |
In Japan, many workers dedicate themselves to working until the retirement age and retire in spring. The Japanese work condition became a social issue, but canned coffee BOSS; the worker's best friend urged people to find the idea of happiness at work once again.
The collaboration between the Tokyo Metro staff and the worker’s best friend Suntory BOSS results in an unforgettable surprise and a fitting send-off. In March, when many people retire, we released the surprising film on YouTube and each station advertisement screens at the same time.
After the film release, it created a buzz on a social media dramatically. It was taken up by variety of media, such as TV and websites. Five hundred thousand times played and gained approximately 3250 Likes on YouTube. We successfully created the strong brand image of Suntory BOSS; the worker's best friend.
Station advertisement screens play while trains are on the move. However, after the last train, those are all turned off and nobody uses them. We created the strategy to redefine their value and use to create new advertising media.
After the last train, all station advertisement screens are turned off. Suntory BOSS; the worker's best friend paid attention to those screens. By using them emotionally, we successfully created the connection between precious customers; station employees work after the last train.