Product / ServiceSMES IN JAPAN
CategoryA02. Use of Social / Digital Platform
Idea Creation DENTSU INC. Tokyo, JAPAN


Name Company Position
Rintaro Shimohama DENTSU INC. Art Director/Film Director/Planner
Toshihide Kimura DENTSU INC. Sound Director/Copywriter
Masanori Sakamoto DELTRO INC. Art Director/Planner/Designer(Web)
Ken Murayama DELTRO INC. Front-End Engineer(Web)
Yuki Shintani DENTSU INC. Copywriter
Ryosuke Sone DENTSU CREATIVE X INC. Film Director
Keisuke Inoue Freelance Cameraman/Photographer
dosei Freelance Cameraman/Photographer
Daisuke Serita Freelance Assistant Photographer
Mamoru Asami Komatsu Spring Industrial Co., Ltd. Cameraman
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 Sound Engineer
Shogo Yano DELTRO INC. Front-End Engineer(Web)
Takumi Abe DELTRO INC. Production Assistant(Web)
Masafumi Fujioka DENTSU CREATIVE X INC. Producer
Ryotaro Omori DENTSU CREATIVE X INC. Production Manager
Wataru Kitamoto DENTSU CREATIVE X INC. Production Manager
Daisuke Sugawara Freelance Trailer Director
Yasuharu Sasaki DENTSU INC. Creative Officer
Hirozumi Takakusaki DENTSU INC. Creative Officer
Hidetoshi Kuranari DENTSU INC. Creative Officer
Hajime Yakushiji DENTSU INC. Researcher
Dan Ushikubo DENTSU INC. Researcher
Masato Otsubo YUKI Precision Co., Ltd. Adviser

The Campaign

We noticed minimal repeated movings and sounds of machines in the plants of SMEs are similar to techno music. We took a process usually performed by a record label and approached to young people with no interest in their country’s technology.

Creative Execution

Record the images and sounds of the small factories. Using these materials, begin a collaboration between a filmmaker and musician. Distribute the video as Music Video in Youtube, not only as a promotion of the technology. The music itself is also sold on online music sites. The factories can use the video 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.

We took a process usually performed by a record label and made music videos with images and sounds taken in the factories. Like encountering new music, you can learn about technology. Like watching videos, you can touch technology.

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.


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