|Title||TOMIOKA DANCE CLUB FOR THE GREATEST SHOWMAN - THIS IS ME|
|Brand||TWENTIETH CENTURY FOX JAPAN, INC. / WARNER MUSIC JAPAN INC.|
|Product / Service||THE GREATEST SHOWMAN (FILM)|
|Category||A03. Online: Fiction|
|Entrant||HAKUHODO INC. Tokyo, JAPAN|
|Idea Creation||HAKUHODO INC. Tokyo, JAPAN|
|Production||DANCE NOT ACT Osaka, JAPAN|
|Manabu Onose||HAKUHODO||Creative Director / Executive Manager|
|Kaname Murayama||HAKUHODO||Planner / Interactive Planner|
|Yuichi Osawa||HAKUHODO||Planner / Supervisor|
|Kenichiro Watai||HAKUHODO||Account Director|
|Miho Kawamura||HAKUHODO||Account Supervisor|
|Erika Watanabe||HAKUHODO||Account Executive|
|Tomioka High School Dance Club||Tomioka High School Dance Club||Dancers|
|Yoshihito Kubota||DANCE NOT ACT||Producer|
|Kana Takayama||DANCE NOT ACT||Production Manager|
|Hikaru Watanabe||DANCE NOT ACT||Production Manager|
|Kei Uehara||KOO-KI||Film Director|
|Miki Ogawa||triforce||Director of Photography|
|Kazuhisa Sekiya||Cinema Sound Works||Colorist|
|Yuhei Takahata||Freelance||Chalk art|
We have introduced a unique approach in which we can expect the most empathy and expansion of the films message "you are worthy just the way you are" with the current generation. We have utilized the "Tomioka Dance Club", who have swept the nation with their bubbly 1980s style dance video which ranked number one on YouTube Japan in 2017. With their flamboyant costumes and heavy make-up, most people would think they are contrary to the idea of "being your true self", but having discovered that their inner strength of being unconventional from the high school dance is liberating.
We have overcome the challenge and succeeded in synchronizing the "true" enchantment of the girls with the message of the film. The scenario of the video was structured in such a way as to represent and condense the movies's story line, to encourage and motivate people to go and watch the movie. The video created the perfect platform for people to clearly understand our key message. (The voice on SNS: “Feels like watching a kind of short film, wanna watch the original one too” “So touching…I will definitely go and watch the movie!”)
The promotional video was viewed a whopping 15 million times organically and without any advertising. It ranked 2nd place in the YouTube Japan's Boosting Trend, and Twitter's Japan Trends Boosting Trend. It was introduced in over 20 popular TV programs, totalling over 1hour in media exposure. And there were more than 500 on-line news articles about the video. This promotional video also became popular internationally and was praised by Hollywood actors featured in the film. Leader Hollywood actors, such as Hugh Jackman, commented positively on the film, which even further strengthened the films exposure. "The Greatest Showman" enjoyed a long run as a hit film. In Japan, the box office made a massive 4.7 billion yen with around 3.4 million people coming to watch the film, which was more than what "LaLaLand" achieved. The movie was a smashing success and became the Number 1 musical film of all time.
Prompted and motivated people to go and watch the movie 'The Greatest Showman'.
We considered delivering the key message of the film “You are worthy just the way you are” by an approach where we could derive and maximize empathy as much as we can.