FISHERMAN CALL

Short List
TitleFISHERMAN CALL
ClientFISHERMAN JAPAN
Product / ServiceFISHERMAN CALL
CategoryB03. Social for Mobile
EntrantPYRAMID FILM QUADRA Tokyo, JAPAN
Idea Creation FISHERMAN JAPAN Miyagi, JAPAN
Idea Creation 2 DENTSU INC. Tokyo, JAPAN
PR AUR Tokyo, JAPAN
Production PYRAMID FILM QUADRA Tokyo, JAPAN

The Campaign

The city of Ishinomaki in northeast Japan is home to a group called Fisherman Japan. This fishermen’s collective has launched a smartphone-based wake-up call service designed to serve as a bridge between young people who find it difficult to get up in the morning, and fishermen, who are particularly good at getting up early.

Creative Execution

Users select the fisherman they want to wake them up by listening to voice samples, and can check the fisherman's daily schedule. It was all designed to provide a clearer, more concrete look at the daily life of fishermen.

Without a single yen spent on publicity, the news that a group of fishermen had started a wake-up call service took Japan by storm. Social networking services were full of positive feedback for the fishermen, and interest in the fishing profession grew among the younger generation. - Media impressions: 57,054,151 - Media exposure: 183 organizations - Media exposure conversion value: $634 million US - Increase in site visitors: Up 500% over previous year - Internship applications to Fisherman Japan: Up 500% over previous year

Our aim is to capture the public's attention as the world's first wake-up call service that utilizes fishermen - the earliest risers of all. The service was designed to give people get the chance to talk to fishermen as they work, deepening the public's understanding of the job and making it more familiar to people.

Credits

Name Company Position
TAKUYA HASEGAWA FISHERMAN JAPAN Chief of Secretariat
HINAKO ADACHI FISHERMAN JAPAN Art Director
TAKUYA FUJITA DENTSU Copywriter
TATSUHIRO NAGASHIMA DENTSU Creative Strategist
KOSUKE HAYASHI PYRAMIDFILM QUADRA Producer
HIKARU SHIIKI PYRAMIDFILM QUADRA Producer
RYOTA KOBAYASHI PYRAMIDFILM QUADRA Director
ASUKA MATSUOKA PYRAMIDFILM QUADRA Designer
SHUICHI KEIRA PYRAMIDFILM QUADRA Engineer
DAISUKE SHIBATA AUR Consultant
SHINSUKE KUBOTA Aozora Producer
ATSUSHI SHIMOYAMA Free Editer
KEISUKE HIRAI Free Cameraman
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