| Title | A SURPRISINGLY DIFFICULT EXAM |
| Brand | SOGO & SEIBU CO., LTD. |
| Product / Service | Mother's Day Test |
| Category | B06. Retail |
| Entrant | DENTSU INC. Tokyo, JAPAN |
| Idea Creation | DENTSU INC. Tokyo, JAPAN |
| Production | DENTSU CREATIVE X INC. Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| On Namiki | DENTSU INC. | Senior creative director |
| Hisao Ohtsuka | DENTSU INC. | creative director/planner/copy writer |
| Masahiro Toriumi | DENTSU INC. | Art director |
| Koutaro Hashimoto | DENTSU INC. | Agency Sales |
| Yasuhiro Natori | DENTSU INC. | Agency Sales |
| Eri Seitoku | DENTSU INC. | Agency Sales |
| Aiko Kurikawa | DENTSU CREATIVE FORCE INC. | creative producer |
| Hiroyuki Sagae | DENTSU CREATIVE X INC. | producer |
| Yuya Hayashi | DENTSU CREATIVE X INC. | production manager |
| Yutaka Obara | DRAWING AND MANUAL. | Director/photographer |
| Satoru Nishigaki | Freelance | Photographer |
| Temjin Shimizu | IMAGE STUDIO 109, INC. | Recording engineer |
| Masayuki Kubo | Freelance | Offline/Online editor |
| Kenichirou Miyake | Pineapple Associates Inc. | Location coordinator |
| Yota Ohsugi | HandY Inc. | Casting |
-We depict 38 University of Tokyo students taking a Mother’s Day test, then calling their mothers to ask the answers and reacting to some of their unexpected replies. -We had participants take the test without knowledge of the plan’s contents, and recorded their real reactions and comments in a documentary-style video. *No direction was given to participants.