Product / ServiceMOFU MOFU?DOGS
CategoryA05. Use of Original Composition
Idea Creation DENTSU INC. Tokyo, JAPAN
Production TAIYO KIKAKU Tokyo, JAPAN


Name Company Position
Naoya Kudo Dentsu inc. Creative Director & Creative Planner
Natsumi Kani Dentsu inc. Copywriter & Creative Planner
Momoka Fukuyado Dentsu inc. Copywriter
Yoshiyuki Imoto Dentsu inc. Art Director & Creative Planner
Takahiro Ito Dentsu inc. Account Director
Tempei Shikama Dentsu inc. Strategic Planning Director & Creative Planner
Julia Chu Dentsu inc. Strategic Planner & Copywriter (Chinese)
Ko Echizen Dentsu inc. Agency Producer
Yasue Nakajima DENTSU CREATIVE FORCE INC. Agency Producer
Yohei Nemoto Dentsu Public Relations Inc. PR Director
Aya Shoji Dentsu Public Relations Inc. PR Planner
Mariko Kitada Dentsu Public Relations Inc. PR Planner
Ryota Izumiya TAIYO KIKAKU co.,ltd. Film Producer
Toshiaki Fujishima TAIYO KIKAKU co.,ltd. Assistant Producer
Ryuichi Ushioda TAIYO KIKAKU co.,ltd. Production Manager
Haruna Nagamatsu TAIYO KIKAKU co.,ltd. Production Manager
Shuhei Yamabe TAIYO KIKAKU co.,ltd. Director
Shinya Matsuo Freelance Cinematographer
Shuji Daito TAIYO KIKAKU co.,ltd. Editor
Noboru Yamaguchi IMAGICA Corp. Colorist
Atsushi Nishimura IMAGICA Corp. Flame Artist
Naoya Mochizuki IMAGICA Corp. Mixer
Hiroshi Takeyama TAIYO KIKAKU co.,ltd. Visual Effects
Yoshiyuki Emura Freelance Illustrator
Shinya Kiyokawa Invisible Designs Lab Ltd. Sound Designer
Uroku Freelance Photographer
Akira Fujii J.C.SPARK Illustrator
Ayano Higa J.C.SPARK Designer
Yuki Yamaguchi J.C.SPARK Designer
Cu Tatsuya Freelance Choreographer

The Campaign

Introducing Akita Dog pop star to the world. Have them sing the fascination of Akita prefecture and dance to the music. The vocal was made using real Akita dogs barking sounds. This sensational idol group sent a shock wave throughout the music and dance industry.

Creative Execution

We actually assigned popular Akita dogs who resided in Akita Prefecture to shoot their music video. The vocal was made using real Akita dogs barking sounds. And with tremendous help from locals in Akita, we shot the music video featuring many fascinating points in the region. As of 11:11 am, Nov 1st, 2016 (which is the day of dog in Japan) , we released the music video of their debut song "Waiting4U" to the world.

The video achieved over one million views in just two weeks, generating almost 420 million media impressions, and 298 earned media stories as of December 2016. 2016 saw Akita welcome 8,203 overnight visitors from overseas—surpassing the goal of 6,500. For the first time, Akita Nairiku Jukan Railway received over 10,000 foreign passengers, with international group reservations up 300% YOY to 399. Japan’s Ministry of Foreign Affairs collaborated with Akita Inu Tourism on a promotional tour of Northern Akita, drawing favorable responses from 23 representatives of 17 Tokyo-based embassies. The project won a gold in "Japan/Korea PR Campaign of the Year" category as well as a bronze in "Public Sector Campaign of the Year" at PR Awards Asia 2017.

This movie is made for bringing a significant increase in tourism to the Akita Prefecture.The long time concern for the local residents of Akita prefecture were that the image of “AKITA DOGS” were too strong, it cast a shadow over other fascinating points of AKITA. So, the end result was creating an imaginary Akita dog pop group. By showing those fascinating points through music and dance which is performed by the total new style pop star (dog face/human body), people could enjoy it as an pure entertainment.

Have world famous Akita Dogs to promote the fascination of Akita prefecture. But dogs cannot speak a word. So the local residents united and created a fictitious Akita Dog pop star.


Video URL