A SURPRISINGLY DIFFICULT EXAM

Short List
TitleA SURPRISINGLY DIFFICULT EXAM
BrandSOGO & SEIBU CO., LTD.
Product / ServiceMother's Day Test
CategoryB06. Retail
EntrantDENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
Production DENTSU CREATIVE X INC. Tokyo, JAPAN

Credits

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

Brief Explanation

-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.

Links
Video URL