Why is this work relevant for Entertainment?

In this work, we described the success of Yutaka Nakamura, the founder of the Hawaiians. The existence of books and films based on the Hawaiians founding story shows how attractive the story is. The essence of the story is fully included in this work. In addition, character design was taken by Shoichi Haga, a well-known cartoonist, and this work became an animation of high quality in terms of visual beauty. Therefore, this work is suitable for the entertainment department.

Background

The client is Suntory's coffee, "BOSS". They have been popular with customers as "partners of working people".Our mission is to strengthen its brand and create connections with customers. From May 2018, Suntory has developed a collaboration project with the Spa Resort Hawaiians, a large leisure facility in Iwaki, Fukushima. Spa Resort Hawaiians is rooted in the local area and is loved by everyone. We found something in common with the history of the Hawaiians and the philosophy of the BOSS, and we looked for ways to use the Hawaiians assets to support the "partners of working people".

Describe the creative idea

We created the animation "the man of Hawaiians" using the Hawaiians founder Yutaka Nakamura as the main character. He was once the vice president of Tokiwa coal mine, but since the coal mining industry has become sloping, he established Spa Resort Hawaiians to protect the lives of his employees. The video depicts how a bold business transformation,"from coal mine to tourism,"when he was 65, leads to success with a keen passion.He challenged to work with romance no matter how old he was. Through his work, we expressed the BOSS philosophy of "partners of working people".

Describe the strategy

We set the main target to the local Fukushima residents with Hawaiians and broadcast TV commercials only in the Fukushima area. In order not to betray their Hawaiians love, we thoroughly studied Nakamura's personality, words, etc. from a large number of remaining books and struggled to become a profound story. In addition, character design was taken by Shoichi Haga, a well-known cartoonist, and this work became an animation of high quality in terms of visual beauty.

Describe the execution

We broadcasted the commercials only in Fukushima area with Spa Resort Hawaiians. Also, We uploaded it on Youtube.

Describe the outcome

There was a great response from social networks such as twitter, mainly in the local area. In addition, in Fukushima, there was an elementary school that was incorporated into moral classes.